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Les extensions de marque : Concepts et modèles

Author

Listed:
  • J.-J. Cegarra
  • Dwight Merunka

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

Abstract

L'objectif de cet article est de définir le concept d'extension de marque et d'étudier les réactions des consommateurs face aux extensions. Nous présentons les avantages et les risques de la stratégie d'extension de marque ainsi que les conditions de sa mise en œuvre. Dans une dernière partie, nous discutons des relations entre positionnement et extension pour finalement proposer un modèle conceptuel de l'évaluation des extensions de marque par les consommateurs.

Suggested Citation

  • J.-J. Cegarra & Dwight Merunka, 1993. "Les extensions de marque : Concepts et modèles," Post-Print hal-02015229, HAL.
    • Handle: RePEc:hal:journl:hal-02015229
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    Citations

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    Cited by:

    1. Géraldine Michel & Billy Salha, 2005. "L'extension de gamme verticale : Clarification du concept," Post-Print hal-02051192, HAL.
    2. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.
    3. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    4. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    5. Jean-Louis Pernin & Andréas Eriksson, 2016. "The compared assessment of two fair trade innovations: what contribution of the Perceived Value in co-branding models? [Evaluation comparée de deux innovations dans le commerce équitable : quel app," Post-Print hal-03540166, HAL.
    6. Géraldine Michel, 1998. "L'extension de marque et son impact sur la marque-mère," Post-Print hal-02050185, HAL.

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