Do Brands Appearing in Textbooks Influence Students? Insights from an Exploratory Study

Laurie Babin, Mathieu Kacha (), Jean-Luc Herrmann () and Barry Babin
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Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Date: 2017-05-24
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Published in Academy of Marketing Science (AMS) Annual Conference, May 2017, California, United States

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