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« Le capital-marque des marques de distributeurs : une approche conceptuelle différenciée »

  • Magali Jara


    (CREM - Centre de Recherche en Economie et Management - CNRS - Université de Caen Basse-Normandie - UR1 - Université de Rennes 1)

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    Cette recherche présente les premiers résultats d'une étude qualitative dédiée au capital-marque des marques de distributeurs. L'objectif est d'une part, de conceptualiser les dimensions du capital-marque dans le cas particulier des marques de distributeurs (MDD) et d'autre part, d'identifier les effets retour sur l'image du distributeur en cas d'incident critique. D'après les résultats de l'étude, il semble qu'à trois stratégies de marques de distributeurs correspondent deux conceptualisations de capital-marque : le capital-marque des marques de service (incluant les stratégies de marque enseigne et de marque drapeau) et des marques propres.

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    Paper provided by HAL in its series Post-Print with number halshs-00413592.

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    Date of creation: 2009
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    Publication status: Published in Revue Française du Marketing, ADETEM, 2009, 221 (1), pp.47
    Handle: RePEc:hal:journl:halshs-00413592
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    1. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 411-54, March.
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