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Co-branding: clarification du concept

Author

Listed:
  • Jean-Jack Cegarra

    (Institut d'Administration des Entreprises (IAE) - Lyon)

  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

L'objectif de cet article est de clarifier et d'approfondir le concept de co-branding, et de proposer un cadre de réflexion face à ce type d'alliance de marques. Dans cette optique, la problématique générale du co-marquage est présentée. Puis, sur la base des travaux relatifs aux extensions de marques, et plus spécifiquement ceux fondés sur la théorie de la catégorisation et celle des représentations sociales, des éléments d'évaluation d'une stratégie de co-marquage sont proposés.

Suggested Citation

  • Jean-Jack Cegarra & Géraldine Michel, 2001. "Co-branding: clarification du concept," Post-Print hal-02019188, HAL.
    • Handle: RePEc:hal:journl:hal-02019188
    DOI: 10.1177/076737010101600404
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    Citations

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    Cited by:

    1. Corinne Rochette & Cédrine Zumbo-Lebrument & Pierre Féniès, 2015. "Les marques région à l'épreuve de la réforme territoriale," Post-Print hal-01734729, HAL.
    2. Corinne Rochette, 2015. "The public brand between new practices and public values," Post-Print hal-01734727, HAL.
    3. Shan, Juan & Lu, Hebo & Cui, Annie Peng, 2022. "1 + 1 > 2? Is co-branding an effective way to improve brand masstige?," Journal of Business Research, Elsevier, vol. 144(C), pages 556-571.
    4. Fabienne Chameroy & Jean-Louis Chandon, 2011. "Are All Labels Ethical? [Les labels sont-ils tous éthiques ?]," Post-Print hal-02092068, HAL.
    5. Monika Monika & Ferdi Antonio, 2022. "How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia," Businesses, MDPI, vol. 2(1), pages 1-21, February.
    6. Jean-Jack Cegarra & Géraldine Michel, 2003. "Alliances de marques : quel profit pour les marques partenaires ?," Post-Print hal-02049758, HAL.
    7. Mazodier, Marc & Merunka, Dwight, 2014. "Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products," Journal of Business Research, Elsevier, vol. 67(7), pages 1552-1558.
    8. Sylvain Sénéchal & Laurent Georges & Jean Pernin, 2014. "Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product," Journal of Business Ethics, Springer, vol. 124(3), pages 365-381, October.
    9. 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.
    10. Géraldine Michel & Jean-François Vergne, 2004. "La Construction Du Capital-Marque Des E-Marques," Post-Print hal-02050186, HAL.

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