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Rôle de la typicalité dans le positionnement des enseignes

Author

Listed:
  • Abdelmajid Amine

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

  • Suzanne Pontier

    (UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Cet article analyse la pertinence du concept de typicalité lorsqu'il est appliqué à l'enseigne. Il met en évidence le rôle structurant de la typicalité perçue des points de vente sur l'ensemble des magasins pris en considération pour l'achat d'une catégorie de produit. Cette notion de typicalité permet, en outre, de distinguer les enseignes d'exploration de celles de concrétisation de l'achat et apporte un éclairage intéressant à la problématique de positionnement des enseignes de distribution.

Suggested Citation

  • Abdelmajid Amine & Suzanne Pontier, 1999. "Rôle de la typicalité dans le positionnement des enseignes," Post-Print halshs-02925774, HAL.
    • Handle: RePEc:hal:journl:halshs-02925774
    DOI: 10.7193/DM.017.07.15
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    Cited by:

    1. Sandra Camus, 2004. "Proposition d'échelle de mesure de l'authenticité perçue d'un produit alimentaire," Post-Print hal-01706969, HAL.

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