Personnalité de la marque: mesure, homogénéité et impact sur la satisfaction. Une application sur le secteur bancaire français

Sophie Beguinet and Nathalie Gardes
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Nathalie Gardes: CREG - Centre de recherche et d'études en gestion - UPPA - Université de Pau et des Pays de l'Adour

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Date: 2012
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Published in Revue Française du Marketing, 2012, 239, pp.9-28

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