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, extraire les correspondances et les écarts entre les perceptions du consommateur et l'intention du concepteur. L'expert classe l'échantillon du sac en trois groupes
, accepté et acheté par les consommateurs, ne correspond pas à la personnalité de la marque. Il représente l'écart entre les perceptions du consommateurs et l'intention du concepteur, Il n'est pas lié à la personnalité de la marque parce que le style des