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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
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Submitted on : Thursday, November 12, 2020 - 10:36:07 AM
Last modification on : Tuesday, April 19, 2022 - 7:04:01 PM

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  • HAL Id : hal-03000920, version 1

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URCA | LABORATOIRE-REGARDS

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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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