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Comment substituer une marque connue par une nouvelle marque inconnue : les cas bio-Activia et Gemey-Maybelline
Aimé, Isabelle
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Lai, Chantal
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2014
Persistent link: https://www.econbiz.de/10010433538
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Le changement de nom de marque : définition, clarification et proposition d’une typologie
Aimé, Isabelle
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Lai, Chantal
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2014
Persistent link: https://www.econbiz.de/10010433540
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The formation of consumer brand preferences
Bronnenberg, Bart J.
;
Dubé, Jean-Pierre
- In:
Annual review of economics
9
(
2017
),
pp. 353-382
Persistent link: https://www.econbiz.de/10011911006
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