L'impact de la substitution de marques sur l'évaluation et l'intention d'achat du produit

Véronique Collange ()
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Véronique Collange: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Keywords: brand; brand name; brand extension; co-branding; brand name substitution.; substitution de marques; marque; nom de marque; extension de marque; co-marquage (search for similar items in EconPapers)
Date: 2008-06
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Published in Recherche et Applications en Marketing (French Edition), 2008, 23 (2), pp.1-18

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00313768

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