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Alliances de marques : quel profit pour les marques partenaires ?

Author

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  • Jean-Jack Cegarra

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

La coopération entre marques est devenue une pratique courante en marketing. Les alliances de marques, et plus particulièrement les opérations de co-branding, peuvent être profitables pour chacune des marques. Les conditions de succès des ces nouvelles formes de collaboration résident notamment dans le choix judicieux de la marque partenaire et dans la pertinence et l'originalité de l'offre proposée au consommateur.

Suggested Citation

  • Jean-Jack Cegarra & Géraldine Michel, 2003. "Alliances de marques : quel profit pour les marques partenaires ?," Post-Print hal-02049758, HAL.
    • Handle: RePEc:hal:journl:hal-02049758
    DOI: 10.3166/rfg.145.163-174
    Note: View the original document on HAL open archive server: https://hal.science/hal-02049758
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    1. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    2. Jean-Jack Cegarra & Géraldine Michel, 2001. "Co-branding: clarification du concept," Post-Print hal-02019188, HAL.
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