Un modele integrateur du capital-client de la marque: une perspective psycho-cognitive

S. Czellar and J.E. Denis

Working Papers from Ecole des Hautes Etudes Commerciales, Universite de Geneve-

Abstract: L'approche psycho-cognitive du capital-client est exposee apres avoir examine les differents courants de recherche sur la valeur de la marque.

Keywords: CONSOMMATION; MARKETING; GESTION (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Pages: 33 pages
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:fth:ehecge:2001.08

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