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

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  • Magali Jara

    () (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR1 - Université de Rennes 1 - UNIV-RENNES - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

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.

Suggested Citation

  • Magali Jara, 2009. "« Le capital-marque des marques de distributeurs : une approche conceptuelle différenciée »," Post-Print halshs-00413592, HAL.
  • Handle: RePEc:hal:journl:halshs-00413592
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00413592
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    File URL: https://halshs.archives-ouvertes.fr/halshs-00413592/document
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    References listed on IDEAS

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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 411-454, March.
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    1. repec:eee:joreco:v:21:y:2014:i:3:p:357-363 is not listed on IDEAS
    2. repec:eee:joreco:v:39:y:2017:i:c:p:43-53 is not listed on IDEAS
    3. Jérôme Lacoeuilhe & Didier Louis & Cindy Lombart, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Post-Print hal-01672920, HAL.
    4. Jérôme Lacoeuilhe & Samy Belaïd, 2015. "Les déterminants de l'attitude à l'égard de la MDD," Post-Print hal-01123962, HAL.

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