@book{kapferer:hal-00788649, TITLE = {{Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity}}, AUTHOR = {Kapferer, Jean-No{\"e}l}, URL = {https://hec.hal.science/hal-00788649}, NOTE = {5e {\'e}d. , 2012}, PUBLISHER = {{Kogan Page}}, PAGES = {NC}, YEAR = {1992}, KEYWORDS = {Strategic Brand Management ; Creating ; Evaluating ; Brand Equity}, HAL_ID = {hal-00788649}, HAL_VERSION = {v1}, }