How to maintain brand legitimacy in contested mature markets

Alain Debenedetti; Déborah Philippe; Damien Chaney; Ashlee Humphreys

Conference Papers Year : 2018

How to maintain brand legitimacy in contested mature markets

, , (1) ,

1

Alain Debenedetti

Function : Author
PersonId : 5445
IdHAL : alaindebenedetti
ORCID : 0000-0001-6722-5720
IdRef : 115492941

Déborah Philippe

Function : Author
PersonId : 20563
IdHAL : deborah-philippe
ORCID : 0000-0002-6585-6729

Damien Chaney

Function : Author
PersonId : 183820
IdHAL : damien-chaney
ORCID : 0000-0002-4321-5568
IdRef : 160101654

Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292

Ashlee Humphreys

Function : Author

Keywords

Marques de commerce Commercialisation

Domains

Humanities and Social Sciences

Patricia Duron : Connect in order to contact the contributor

https://hal.univ-reims.fr/hal-03000920

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

Last modification on : Friday, April 21, 2023-9:02:48 AM

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

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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⟩

How to maintain brand legitimacy in contested mature markets

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