Isabelle Ulrich, Salim Azar, Isabelle Aimé. Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands.
Journal of Business Research, Elsevier, 2020, 120, pp.157-174.
⟨10.1016/j.jbusres.2020.07.027⟩.
⟨hal-03065882⟩