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L'évolution des marques : Approche par la théorie du noyau central

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

Cet article a pour objectif de mieux comprendre l'évolution des marques. La problématique qui nous intéresse ici est celle de l'impact de l'extension de marque sur la marque. La théorie du noyau central, issue de travaux sur les représentations sociales, permet tout d'abord d'envisager la marque comme un objet social organisé autour d'un noyau central et d'un système périphérique. l'étude empirique montre que l'incohérence entre l'extension et les associations centrales de la marque modifie l'évaluation de la marque. Par ailleurs, l'étude suggère que la distinction de la cohérence de l'extension avec le noyau et le système périphérique de la marque est mieux à même d'expliquer l'évolution de l'évaluation de la marque que le degré de typicalité de l'extension dans la marque.

Suggested Citation

  • Géraldine Michel, 1999. "L'évolution des marques : Approche par la théorie du noyau central," Post-Print hal-02018511, HAL.
    • Handle: RePEc:hal:journl:hal-02018511
    DOI: 10.1177/076737019901400403
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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. Ibtissem Hamouda & Damien Talbot, 2018. "Contenu et effets de la proximité institutionnelle : un cas d’enfermement dans l’industrie aéronautique," Post-Print hal-02329612, HAL.
    3. Veronique Cova & Jean-Luc Giannelloni, 2008. "Hospitableness in Turism Consumption [Hospitalite Et Consommation Touristique]," Post-Print hal-02369013, HAL.
    4. Romuald Grouille, 2021. "Segmenter Les Perceptions De La Marque Employeur Chez Des Recrutés : Quel(S) Apport(S) Rh ?," Working Papers hal-04128830, HAL.
    5. Eric Tafani & Géraldine Michel & Emmanuelle Rosa, 2009. "Vertical Product Line Extension Strategies: An Evaluation of Brand Halo Effect according to Range Level," Post-Print hal-02051232, HAL.

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