Quelle consommation des marques jouant sur l'identité ?

Abstract : The aim of this paper is to propose several assumptions given by empirical observations on attitude brand purchasing and consumption. These assumptions raise a new way of approaching the global strategy of communication of these firms.


http://archivesic.ccsd.cnrs.fr/sic_00264146
Contributor : Alexandre Coutant <>
Submitted on : Friday, March 14, 2008 - 1:00:10 PM
Last modification on : Tuesday, March 18, 2008 - 11:00:15 AM

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  • HAL Id : sic_00264146, version 1

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Alexandre Coutant. Quelle consommation des marques jouant sur l'identité ?. Médias et diversité culturelle, Jun 2006, France. pp.1-16. <sic_00264146>

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