De la marque en capitales vers le capital marque : quoi de neuf depuis les travaux du MSI ?
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- Anne-Laure Farjaudon & Leyla Jaoued-Abassi, 2010. "Marketing brand value and financial brand value: towards an integrative model? [Valeur marketing et valeur financière de la marque : Vers un modèle intégrateur]," Post-Print hal-01128462, HAL.
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Keywords
brand equity – conjoint analysis –consumer behaviour – image – information processing; capital marque – analyse conjointe – comportement du consommateur – image – traitement de l’information.;Statistics
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