Alliances between products brands and organic labels: a power dynamics perspective

Eline Jongmans (), Maud Dampérat (), Alain Jolibert, Florence Jeannot and Lei Ping
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Eline Jongmans: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Maud Dampérat: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Alain Jolibert: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Florence Jeannot: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Lei Ping: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Keywords: Power dynamics; brand equity; label equity; brand/label fit; brand/label ease of transfer; product evaluation (search for similar items in EconPapers)
Date: 2018-04-19
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Published in 3ème Congrès de l'Association Marocaine du Marketing, Apr 2018, Marrakech, Morocco

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02056165

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