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Les effets de l’extension verticale de gamme vers le bas sur la confiance dans la marque et l’attachement à la marque

Author

Listed:
  • Fanny Magnoni

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

Abstract

Cette recherche utilise le cadre théorique de la relation marque–consommateur pour apporter un éclairage nouveau sur les répercussions sur la marque de l'extension verticale de gamme vers le bas. Les résultats de deux expérimentations montrent que plus le fit-qualité entre l'extension vers le bas et la marque est faible d'une part, et plus le consommateur s'identifie à la marque d'autre part, plus la confiance dans la marque et l'attachement à la marque se détériorent. La familiarité objective du consommateur avec la marque et le caractère prestigieux du concept de marque modèrent ces effets. Enfin, l'évolution de la confiance engendrée par l'extension influence l'évolution de l'attachement.

Suggested Citation

  • Fanny Magnoni, 2016. "Les effets de l’extension verticale de gamme vers le bas sur la confiance dans la marque et l’attachement à la marque," Post-Print hal-02055822, HAL.
    • Handle: RePEc:hal:journl:hal-02055822
    DOI: 10.1177/0767370115604144
    as

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