Firms' strategic behavior Vs consumers' behavior: an explanation through the inoculation theory

Amina Djedidi (amina.djedidi@u-pec.fr) and Mouhoub Hani
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Amina Djedidi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, LED - Laboratoire d'Economie Dionysien - UP8 - Université Paris 8 Vincennes-Saint-Denis
Mouhoub Hani: UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, LED - Laboratoire d'Economie Dionysien - UP8 - Université Paris 8 Vincennes-Saint-Denis

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Date: 2016
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Published in “Marketing Challenges in a Turbulent Business Environment”, M-D. Groza & C-B. Ragland, Springer, New York, 2016

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