The brand champion, a double-edged sword for brand building

Fabienne Berger-Remy () and Géraldine Michel ()
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Fabienne Berger-Remy: LAB IAE Paris - Sorbonne - IAE Paris - Sorbonne Business School
Géraldine Michel: IAE Paris - Sorbonne Business School

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Date: 2015-05-26
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Published in 44th conference, EMAC - European Marketing Academy, May 2015, Louvain, Belgium

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