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Article Dans Une Revue Journal of Brand Management Année : 2018

The impact of increased brand penetration on luxury desirability: a dual effect

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hal-03513386 , version 1 (05-01-2022)

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Jean-Noël Kapferer, Pierre Valette-Florence. The impact of increased brand penetration on luxury desirability: a dual effect. Journal of Brand Management, 2018, 25 (5), pp.424-435. ⟨10.1057/s41262-018-0091-7⟩. ⟨hal-03513386⟩

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