Cross-gender extension potential of luxury brands: a semiotic analysis

Nathalie Veg-Sala 1, 2 Elyette Roux 3
1 IAE Paris - Sorbonne Business School
2 CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie
3 AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence
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Nathalie Veg-Sala, Elyette Roux. Cross-gender extension potential of luxury brands: a semiotic analysis. Journal of Brand Management, Palgrave Macmillan, In press, ⟨10.1057/s41262-018-0094-4⟩. ⟨hal-01735487⟩

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