a new affinity measure based on the personality of brands and newspaper/magazine brands: a French perspective

Rita Valette-Florence () and Pierre Valette-Florence ()
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Rita Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

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Keywords: new affinity measure; personality of brands; newspaper; magazine brands; a French perspective (search for similar items in EconPapers)
Date: 2012
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Published in Society of Marketing Advances Conference, 2012, Orlando, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00809637

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