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Comment engager les consommateurs lors d’un changement de nom de marque afin de préserver l’authenticité de la marque et leur intention d’achat ?

Véronique Pauwels-Delassus and Raluca Mogos Descotes
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Véronique Pauwels-Delassus: UCL - Université catholique de Lille
Raluca Mogos Descotes: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Date: 2018-05-16
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Published in 34ème Congrès International de l’AFM, May 2018, Strasbourg, France

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