Dove vs. Dior: Extending the brand extension decision-making process from mass to luxury

Australasian Marketing Journal

Volumn 12, Issue 3, 2004, Pages 40-55

  Riley, Francesca Dall'Olmo ^a   Lomax, Wendy ^a   Blunden, Angela ^a,b  

^a KINGSTON UNIVERSITY   (United Kingdom)

^b KINGSTON UNIVERSITY   (United Kingdom)

Author keywords

Brand extension; Business process models; Empirical generalisations; Luxury goods

Indexed keywords

EID: 70350281121     PISSN: 14413582     EISSN: None     Source Type: Journal    
DOI: 10.1016/S1441-3582(04)70105-6     Document Type: Article

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