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« Le capital-marque des marques de distributeurs : une approche conceptuelle différenciée »

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  • Magali Jara

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    (CREM - Centre de Recherche en Economie et Management - CNRS : UMR6211 - Université de Rennes I - Université de Caen)

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    Abstract

    Cette recherche présente les premiers résultats d'une étude qualitative dédiée au capital-marque des marques de distributeurs. L'objectif est d'une part, de conceptualiser les dimensions du capital-marque dans le cas particulier des marques de distributeurs (MDD) et d'autre part, d'identifier les effets retour sur l'image du distributeur en cas d'incident critique. D'après les résultats de l'étude, il semble qu'à trois stratégies de marques de distributeurs correspondent deux conceptualisations de capital-marque : le capital-marque des marques de service (incluant les stratégies de marque enseigne et de marque drapeau) et des marques propres.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/41/35/92/PDF/RFM.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00413592.

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    Date of creation: 2009
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    Publication status: Published, Revue Française du Marketing, 2009, 221, 1, 47
    Handle: RePEc:hal:journl:halshs-00413592

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00413592/en/
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    Web page: http://hal.archives-ouvertes.fr/

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    Keywords: Capital-marque; marque de distributeurs; marque de service; effets retour;

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    1. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
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