An experimental investigation of the use of brand extension and co-branding strategies in the arts

Journal of Services Marketing

Volumn 21, Issue 4, 2007, Pages 231-240

  d'Astous, Alain ^a   Colbert, François ^a   Fournier, Marilyne ^a  

^a HEC MONTRÉAL   (Canada)

Author keywords

Arts; Brand extensions; Marketing strategy

Indexed keywords

EID: 34347381743     PISSN: 08876045     EISSN: None     Source Type: Journal    
DOI: 10.1108/08876040710758531     Document Type: Article

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