The use of longitudinal case studies and semiotics for analysing brand development as process of assimilation or accommodation
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References listed on IDEAS
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Cited by:
- Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
- Nathalie Veg-Sala & Elyette Roux, 2017. "Cross-gender extension potential of luxury brands: a semiotic analysis," Post-Print hal-01735487, HAL.
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Keywords
Brand extensions; Assimilation and Accommodation models; Multiple case study; Semiotics; Luxury;All these keywords.
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