Le transfert d’identification de la marque invitée à la marque d’accueil dans les alliances de marques. (the transfer of identification from the invited trademark to the host trademark in trademark alliances)
Pierre Ghewy () (labrii, ULCO) Laurent Sie () (labrii, ULCO) Marie-Hélène Abbo () (labrii, ULCO)
Abstract
L’alliance de marques et/ou de produits marqués est une technique de mise en avant des marques qui repose sur l’exploitation jointe de la composante marque par deux entreprises partenaires. L’intérêt des managers pour ces alliances vient probablement d’une prise de conscience de la valeur du capital-marque. L'étude montre cependant que l’impact des alliances sur la relation des clients avec les marques dépend de la qualité de celles-ci avant alliance. The alliance of trademarks or products is a technique based on the joint use of the trademark aspect by two partner enterprises. The interest of such alliances for managers probably comes from the awareness of the value of the trademark capital. However, the study shows that the impact of such alliances on the relationships between customers and trademarks depend of the qualities of the latter before the alliance.
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Publisher Info
Paper provided by Laboratoire de Recherche sur l'Industrie et l'Innovation. ULCO / Research Unit on Industry and Innovation in its series Working Papers with number
163.
Length: 26 pages Date of creation: Sep 2007 Date of revision: Publication status: Published in Cahiers du Lab.RII, Septembre 2007 Handle: RePEc:rii:riidoc:163
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Find related papers by JEL classification: M21 - Business Administration and Business Economics; Marketing; Accounting - - Business Economics - - - Business Economics L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm