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Endossement, pseudo endossement et co-endossement d'une marque patronymique: potentiel et intérêt pour une stratégie marketing

Author

Listed:
  • Catherine Viot

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

Abstract

Generally, endorsement means asking a well-known person, often a celebrity, to explicitly appropriate a brand's promo- tional discourse. Some patronymic brands, however, adopt a different strategy, calling on experts, consumer-witnesses and even, in certain cases, the heads of the companies which market those brands. How valid is that approach and what are its specific consequences? Patronymic brands, which focus on company heads' endorsement, use original strate- gies, and benefit from three major advantages: the attractive aura of success, expert credibility, and product congruency.

Suggested Citation

  • Catherine Viot, 2012. "Endossement, pseudo endossement et co-endossement d'une marque patronymique: potentiel et intérêt pour une stratégie marketing," Post-Print hal-02422609, HAL.
    • Handle: RePEc:hal:journl:hal-02422609
    DOI: 10.7193/DM.066.21.33
    as

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    Cited by:

    1. Ulrich, Isabelle & Azar, Salim L. & Aimé, Isabelle, 2020. "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands," Journal of Business Research, Elsevier, vol. 120(C), pages 157-174.

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