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L’image de marque des régions françaises : évaluation du "capital territoire" par le grand public

Author

Listed:
  • Camille Chamard
  • Jean-Claude Liquet
  • Meriem Mengi Elayoubi

    (CREG - Centre de recherche et d'études en gestion - UPPA - Université de Pau et des Pays de l'Adour)

Abstract

Les régions se trouvent aujourd'hui confrontées à une logique concurrentielle qui les conduit à une réflexion marketing intégrant la mesure de leur image perçue. Sur la base d'une collecte réalisée en colla- boration avec l'IFOP et l'Association des Régions de France (ARF) auprès de 1600 personnes, une typolo- gie des 22 régions métropolitaines est établie sur la base de leur pouvoir et de leur richesse d'évocation, de la valence des associations et du comportement de visite de ces territoires. La typologie mise en évi- dence par l'analyse prototypique et catégorielle conduit à dégager des préconisations managériales pour les décideurs au sein des collectivités locales.

Suggested Citation

  • Camille Chamard & Jean-Claude Liquet & Meriem Mengi Elayoubi, 2013. "L’image de marque des régions françaises : évaluation du "capital territoire" par le grand public," Post-Print hal-02064643, HAL.
    • Handle: RePEc:hal:journl:hal-02064643
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