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Conference papers

How to maintain brand legitimacy in contested mature markets

Alain Debenedetti Déborah Philippe Damien Chaney 1 Ashlee Humphreys
1 REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292
Mots-clés : Marques de commerce Commercialisation
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Conference papers
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https://hal.univ-reims.fr/hal-03000920
Contributor : Patricia Duron Connect in order to contact the contributor
Submitted on : Thursday, November 12, 2020 - 10:36:07 AM
Last modification on : Wednesday, November 3, 2021 - 7:37:29 AM

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  • HAL Id : hal-03000920, version 1

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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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