Brand heritage: The past in the service of brand management

Fabien Pecot; Virginie de Barnier

doi:10.1177/2051570717699376

Journal articles

Brand heritage: The past in the service of brand management

Fabien Pecot ^{1, 2} Virginie de Barnier ^{3, 2}

1 AMU - Aix Marseille Université

2 AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence

3 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille

Document type :

Journal articles

Domain :

Humanities and Social Sciences / Business administration

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Submitted on : Thursday, May 17, 2018 - 2:17:10 PM
Last modification on : Wednesday, November 3, 2021 - 9:48:50 AM

Brand heritage: The past in the service of brand management

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Brand heritage: The past in the service of brand management

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