Typicality impact on brand imitations evaluation and categorization

André Le Roux (1, 2) , Marinette Thébault (1, 2) , François Bobrie (3, 1, 2)

1 IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers
2 UP - Université de Poitiers = University of Poitiers
3 Axe 2 (2011-2016) : « Marchés, Cultures de consommation, Autonomie et Migrations » (MSHS Poitiers)

Domaines: Gestion et management

André Le Roux, Marinette Thébault, François Bobrie. Typicality impact on brand imitations evaluation and categorization. 4th International Brand Relationships Conference, May 2015, Porto, Portugal. ⟨halshs-02530211⟩