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Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque

Author

Listed:
  • Olivier Koll
  • Karine Raies

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

  • Reinhard Grohs
  • Hans Mühlbacher

Abstract

What is a strong brand? An approach through the configuration of brand associations Traditional literature shows that the more consumers connecte with the brand many strong, positive and consensual associations the more the brand has a strong image. A brand's strength, defined as consumers' evaluative answer about the brand, impacts their choices and consequently influences the brand's performance on the market. This research demonstrates that there is no such thing as a unique recipe for developing a strong brand. Different combi- nations of brand associations (number, favorability, uniqueness and perceived consensus) can make a brand strong. These combinations vary between consumers and brands.

Suggested Citation

  • Olivier Koll & Karine Raies & Reinhard Grohs & Hans Mühlbacher, 2019. "Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque," Post-Print hal-02307817, HAL.
    • Handle: RePEc:hal:journl:hal-02307817
    DOI: 10.7193/DM.092.97.113
    as

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