Alliances de marques : quel profit pour les marques partenaires ?
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DOI: 10.3166/rfg.145.163-174
Note: View the original document on HAL open archive server: https://hal.science/hal-02049758
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References listed on IDEAS
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- Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
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