Les différences culturelles de catégorisation des marques: l'impact de la conception de soi

Jouba Hmaida () and Jean-Marc Decaudin
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Jouba Hmaida: CREG - Centre de recherche et d'études en gestion - UPPA - Université de Pau et des Pays de l'Adour
Jean-Marc Decaudin: M&CN - Marketing & Communication Networks - Toulouse Business School

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Date: 2019
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Published in Décisions Marketing, 2019

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