Typicality assessments for mega-brands

Jean-Noël Kapferer and Gilles Laurent
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales
Gilles Laurent: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Keywords: Typicality assessments; mega-brands (search for similar items in EconPapers)
Date: 1995
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Published in 24th EMAC Conference, 1995, ESSEC, Cergy-Pontoise, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00793987

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