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Conception et mesures du capital-marque des marques de distributeurs : une application au secteur de la grande distribution

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  • Magali Jara

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

Abstract

Ce papier tente de définir et de mesurer une première partie du cadre conceptuel du capital-marque des MDD (marques de distributeurs). Pour ce faire, les travaux de Keller (1993) ainsi que les apports théoriques des recherches sur les services dans le secteur de la distribution sont mobilisés. Puis, le modèle conceptuel est précisé par des entretiens individuels de consommateurs. Après une analyse de contenu, un modèle principal du capital-marque des MDD est proposé ajoutant les dimensions d'image du point de vente et de l'enseigne aux dimensions de l'image produit. Enfin, la fiabilité et la validité convergente sont testées pour chaque construit du modèle.

Suggested Citation

  • Magali Jara, 2008. "Conception et mesures du capital-marque des marques de distributeurs : une application au secteur de la grande distribution," Post-Print halshs-00413611, HAL.
    • Handle: RePEc:hal:journl:halshs-00413611
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00413611
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    References listed on IDEAS

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    1. S. Pontier, 1988. "Image du point de vente: pour une prise en compte de l'image interne," Post-Print hal-02011438, HAL.
    2. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    3. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    4. repec:dau:papers:123456789/638 is not listed on IDEAS
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