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Typicality assessments for mega-brands

Jean-Noël Kapferer 1 Gilles Laurent 2
1 HEC Paris - Recherche - Hors Laboratoire
2 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC
Keywords : Typicality assessments mega-brands
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https://hal-hec.archives-ouvertes.fr/hal-00793987
Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 24, 2013 - 4:09:00 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM

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  • HAL Id : hal-00793987, version 1

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Jean-Noël Kapferer, Gilles Laurent. Typicality assessments for mega-brands. 24th EMAC Conference, 1995, ESSEC, Cergy-Pontoise, France. ⟨hal-00793987⟩

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