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Conference Papers Year : 2018

How to maintain brand legitimacy in contested mature markets

Alain Debenedetti
Déborah Philippe
Damien Chaney
Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292
Ashlee Humphreys
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https://hal.univ-reims.fr/hal-03000920

Submitted on : Thursday, November 12, 2020-10:36:07 AM

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hal-03000920 , version 1 (12-11-2020)

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Alain Debenedetti, Déborah Philippe, Damien Chaney, Ashlee Humphreys. How to maintain brand legitimacy in contested mature markets. 17èmes Journées Normandes de Recherche sur la Consommation, Université de Rouen Normandie, Nov 2018, Rouen, France. pp.100-109. ⟨hal-03000920⟩

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