Virginie de Barnier

University of York - The York Management School

Sally Baldwin Buildings

Heslington

York, North Yorkshire YO10 5DD

United Kingdom

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Brands Using Historical References: A Consumers’ Perspective

Journal of Brand Management, Vol. 25, Issue 2, 2017
Number of pages: 14 Posted: 24 Apr 2018
Fabien Pecot and Virginie de Barnier
University of York - The York Management School and University of York - The York Management School
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Abstract:

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Corporate brand heritage, Historical references, Fast-moving consumer goods, Positioning, Past, Band management