Redorer le packaging « moche » des marques premier prix: quelle influence sur la perception des consommateurs ? Un cas de transgression de marque positive

Alicia Lefrançois (), Léa Pecjak () and Sophie Changeur ()
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Alicia Lefrançois: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne

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Date: 2023-05-10
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Published in 39e congrès international de l’AFM, May 2023, Vannes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05318308

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