La non confirmation des attentes comme mesure de la force d'une marque. Une approche expérimentale sur le jus d'orange
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KeywordsPERCEIVED QUALITY; EXPECTED QUALITY; DISCONFIRMATION; ASSIMILATION/CONTRAST; BRAND; EQUITY;
All these keywords.
- D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
- L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
NEP fieldsThis paper has been announced in the following NEP Reports:
- NEP-MKT-2006-06-03 (Marketing)
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