The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods - Archive ouverte HAL
Article Dans Une Revue Journal of the Academy of Marketing Science Année : 2021

The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods

Philippe Aurier
Université de Montpellier
Victor Mejía
Université Côte d'Azur

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Gestion et management

Victor Mejía  : Connectez-vous pour contacter le contributeur

https://hal.science/hal-03617263

Soumis le : mercredi 23 mars 2022-12:51:41

Dernière modification le : jeudi 17 octobre 2024-08:54:18

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hal-03617263 , version 1 (23-03-2022)

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Philippe Aurier, Victor Mejía. The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods. Journal of the Academy of Marketing Science, 2021, 49 (6), pp.1244-1266. ⟨10.1007/s11747-021-00797-9⟩. ⟨hal-03617263⟩

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