Une marque authentique est-elle responsable et pertinente ? Le point de vue des consommateurs

Saco Virginie (), Marie-Christine Lichtlé () and Pauline Folcher ()
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Saco Virginie: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Marie-Christine Lichtlé: UM - Université de Montpellier, MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Pauline Folcher: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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Date: 2025-10-08
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Published in 28ème Colloque Etienne Thil, Oct 2025, Martigues, France

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