CCT applied research and the limits of consumers’ heroicisation

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https://hal-amu.archives-ouvertes.fr/hal-01839379
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Submitted on : Saturday, July 14, 2018 - 5:31:12 PM
Last modification on : Wednesday, April 24, 2019 - 1:32:02 PM

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Bernard Cova, Veronique Cova. CCT applied research and the limits of consumers’ heroicisation. Journal of Marketing Management, Westburn Publishers, 2014, 30 (11-12), pp.1086 - 1100. ⟨10.1080/0267257X.2014.929165⟩. ⟨hal-01839379⟩

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