Garnier Aimé, Isabelle - Université Paris-Dauphine
’évolution de la représentation de la marque, et ce à travers trois stratégies de changements : fusion, substitution et rupture. Un … representation evolution through three processes of changeovers: merging, substitution or rupture process. The study uses a before …-after experimental design on two real brand changes and shows growing brand representation evolution according to the strategies. …
