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Indicateur de valeur de marque et variables d'offre - Analyse empirique sur données de panel de magasins

Listed author(s):
  • Anne-Sophie Bayle-Tourtoulou


    (HEC Paris - Recherche - Hors Laboratoire - GROUPE HEC)

  • Michel Dietsch

Cette étude empirique, conduite sur une large base de données de panel de magasins, comporte deux parties. La première consiste à estimer, à partir de modèles d'attraction, un indicateur de valeur de marque par marque et par enseigne ; la seconde a pour objectif de relier cet indicateur aux principales variables d'offre dont dispose une marque au sein des magasins où elle est offerte. Il ressort que la place octroyée en linéaire ainsi que l'importance numérique de la concurrence sont liées significativement (positivement dans le premier cas, négativement dans le second) à la valeur des marques. En revanche, le prix relatif de la marque et son activité promotionnelle ne sont pas liés à l'indicateur de sa valeur.

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Paper provided by HAL in its series Post-Print with number hal-00458389.

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Date of creation: 01 Jan 2002
Publication status: Published in Recherche et Application en Marketing, 2002, 17 (3), pp.7-20
Handle: RePEc:hal:journl:hal-00458389
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