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Contribution a l'etude des antecedents de l'attachement a la marque

Listed author(s):
  • Lacoeuilhe, J.
Registered author(s):

    Par l'etude des fondements du concept d'attachement a la marque, nous souhaitons prolonger dans une nouvelle optique le courant de recherche sur la revalorisation de la composante affective en comportement du consommateur. Nous nous interrogerons en effet sur la contribution des facteurs affectifs au developpement de relations stables entre un individu et une marque.

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    Paper provided by Institut de Recherche en Gestion. Universite de Paris XII- in its series Papers with number 99.03.

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    Length: 27 pages
    Date of creation: 1999
    Handle: RePEc:fth:inrege:99.03
    Contact details of provider: Postal:
    France; Institut de Recherche en Gestion. Universite de Paris XII - Val deMarne. 3-5, Voie Felix Eboue - 94000 Creteil. France

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