Le transfert d’identification à la marque invitée à la marque d’accueil dans les alliances de marques

Pierre Ghewy, Laurent Sié () and Marie-Hélène Abbo ()
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Pierre Ghewy: Université du Littoral Côte d’Opale CEMCO-LabRII EA 3604
Laurent Sié: Groupe ESC Pau
Marie-Hélène Abbo: Groupe ESC Pau

No 804, Working Papers from Groupe ESC Pau, Research Department

Keywords: alliances de marques; capital-marque; identification (search for similar items in EconPapers)
Pages: 26 pages
Date: 2007-06, Revised 2007-06
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Persistent link: https://EconPapers.repec.org/RePEc:pau:wpaper:0804

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