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Brand Sensitivity: a New concept for Brand management

Jean-Noël Kapferer 1 Gilles Laurent 1
1 HEC Paris - Recherche - Hors Laboratoire
Keywords : Brand Sensitivity New concept Brand management
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https://hal-hec.archives-ouvertes.fr/hal-00793998
Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 24, 2013 - 4:51:19 PM
Last modification on : Saturday, June 1, 2013 - 8:17:23 PM

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  • HAL Id : hal-00793998, version 1

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Jean-Noël Kapferer, Gilles Laurent. Brand Sensitivity: a New concept for Brand management. Annual Conference of the European Marketing Academy, 1985, Germany. ⟨hal-00793998⟩

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