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Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque

Author

Listed:
  • Oliver Koll

    (Leopold Franzens Universität Innsbruck - University of Innsbruck)

  • Karine Raïes

    (EM - EMLyon Business School)

  • Reinhard Grohs
  • Hans Muhlbacher

    (IUM - International University of Monaco, INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

Abstract

La littérature actuelle montre que plus les consommateurs associent à la marque de nombreuses associations fortes, positives et consensuelles plus la marque détient une image forte. La force d'une marque, définie comme la réponse évaluative des consommateurs vis-à-vis de la marque, influence les choix des consommateurs et donc la performance de la marque sur le marché. Utilisant une approche configurationnelle, cette recherche met à jour qu'il n'y a pas de recette unique permettant de développer une marque forte. Différentes combinaisons de caractéristiques d'associations de marque (nombre, favorabilité, unicité et consensus perçu) peuvent rendre une marque forte. Ces combinaisons varient entre les consommateurs et les marques.

Suggested Citation

  • Oliver Koll & Karine Raïes & Reinhard Grohs & Hans Muhlbacher, 2018. "Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque," Post-Print hal-02312282, HAL.
    • Handle: RePEc:hal:journl:hal-02312282
    DOI: 10.7193/DM.092.97.113
    as

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