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Le jugement de typicalité dans l'évaluation de l'extension de marque

Author

Listed:
  • Richard Ladwein

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

Cet article a pour objectif d'approfondir la question de l'évaluation de l'extension de marque à partir de la notion de typicalité L'étude empirique permet de vérifier que la typicalité de l'extension dans la marque n'est pas équivalente à la typicalité de la marque dans la catégorie de produits envisagée en extension, et que la différence varie selon la structure des catégories de référence.

Suggested Citation

  • Richard Ladwein, 1994. "Le jugement de typicalité dans l'évaluation de l'extension de marque," Post-Print hal-02016321, HAL.
    • Handle: RePEc:hal:journl:hal-02016321
    DOI: 10.1177/076737019400900201
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    Citations

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    Cited by:

    1. Nathalie Fleck-Dousteyssier & Elyette Roux & Denis Darpy, 2006. "La congruence dans le parrainage : définition, rôle et mesure," Post-Print hal-01518919, HAL.
    2. Géraldine Michel & Billy Salha, 2005. "L'extension de gamme verticale : Clarification du concept," Post-Print hal-02051192, HAL.
    3. André Le Roux & Marinette Thébault & François Bobrie, 2015. "Typicality impact on brand imitations evaluation and categorization," Post-Print halshs-02530211, HAL.
    4. Christophe Bezes, 2010. "Mais de quelle similarité parle-t-on dans les extensions de marque?," Post-Print hal-00573442, HAL.

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