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Mais de quelle similarité parle-t-on dans les extensions de marque?

Author

Listed:
  • Christophe Bezes

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

The psychology litterature identifies two types of similarity: literal similarity and relational similarity. However, researches on brand extension use sometimes one, sometimes the other, often little explicitly. Even before determining whether the similarity is a synonym, an antecedent or a moderator of fit, one should therefore consider the type of similarity used. This would better understand the phenomenon of brand extensions, including clarifying the concept of fit.

Suggested Citation

  • Christophe Bezes, 2010. "Mais de quelle similarité parle-t-on dans les extensions de marque?," Post-Print hal-00573442, HAL.
    • Handle: RePEc:hal:journl:hal-00573442
    Note: View the original document on HAL open archive server: https://hal.science/hal-00573442
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    References listed on IDEAS

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