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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
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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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