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Conference Papers Year : 2018

How to maintain brand legitimacy in contested mature markets

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Alain Debenedetti
Déborah Philippe
Ashlee Humphreys
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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⟩
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