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Comment la marque donne du sens au collaborateur : vers une vision elargie du capital-marque

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

  • Fabienne Berger-Remy

    (IAE Paris - Sorbonne Business School)

Abstract

La marque est un capital de l'entreprise évalué principalement aujourd'hui sous un angle marketing et financier. Cette recherche montre que la valeur de la marque peut également s'apprécier selon le supplément de sens qu'elle engendre auprès des collaborateurs. Sur la base d'une étude de cas dans quatre organisations, nous montrons que la marque crée du sens de manière spécifique pour les collaborateurs à travers des significations, une direction et des sensations distinctes de ce que ressent et comprend le consommateur. Le concept de capital-marque est ainsi revisité au regard de cette nouvelle dimension, le capital-marque du point de vue des collaborateurs ou employee-based brand equity (EBBE).

Suggested Citation

  • Géraldine Michel & Fabienne Berger-Remy, 2015. "Comment la marque donne du sens au collaborateur : vers une vision elargie du capital-marque," Post-Print halshs-02009183, HAL.
    • Handle: RePEc:hal:journl:halshs-02009183
    as

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    Citations

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    Cited by:

    1. Laïla Benraiss-Noailles & Catherine Viot, 2017. "Attractiveness of low-cost companies? The Influence of the employer brand on the attractiveness of low-cost companies [L' attractivité des entreprises low-cost ? Le rôle du Capital-Marque Employeur," Post-Print hal-01803635, HAL.
    2. Sebastien Knockaert & François Grima & Olivier Brunel, 2018. "Prestige, respect et responsabilité sociale : attributs symboliques comme facteur d'attractivité organisationnelle d'une association," Post-Print hal-02362420, HAL.

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