CCT applied research and the limits of consumers’ heroicisation

Bernard Cova and Veronique Cova ()
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Bernard Cova: KEDGE Business School [Marseille]
Veronique Cova: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Date: 2014-09-25
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Published in Journal of Marketing Management, 2014, 30 (11-12), pp.1086 - 1100. ⟨10.1080/0267257X.2014.929165⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01839379

DOI: 10.1080/0267257X.2014.929165

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