Brand Sensitivity: a New concept for Brand management

Jean-Noël Kapferer; Gilles Laurent

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Brand Sensitivity: a New concept for Brand management

(1) , (1)

1

Jean-Noël Kapferer

Function : Author

HEC Paris - Recherche - Hors Laboratoire

Gilles Laurent

Function : Author

HEC Paris - Recherche - Hors Laboratoire

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Brand Sensitivity New concept Brand management

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Humanities and Social Sciences Business administration

Antoine Haldemann : Connect in order to contact the contributor

https://hal-hec.archives-ouvertes.fr/hal-00793998

Submitted on : Sunday, February 24, 2013-4:51:19 PM

Last modification on : Saturday, June 25, 2022-10:54:26 AM

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hal-00793998 , version 1 (24-02-2013)

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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⟩

Brand Sensitivity: a New concept for Brand management

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