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


  • Lacoeuilhe, J.


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.

Suggested Citation

  • Lacoeuilhe, J., 1999. "Contribution a l'etude des antecedents de l'attachement a la marque," Papers 99.03, Institut de Recherche en Gestion. Universite de Paris XII-.
  • Handle: RePEc:fth:inrege:99.03

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    JEL classification:

    • D10 - Microeconomics - - Household Behavior - - - General
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory


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