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Placement de marque interactif et image de marque : le cas des concerts

Author

Listed:
  • Laurene Fayolle

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Sonia Capelli

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • William Sabadie

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Product placement, traditionally studied in films can become interactive in music concerts thanks to the co-production of the consumption experience between the artist and the public. The effects of product placement can be quantified with the brand memorization or attitude after exposition. This article takes into account the brand image. Thus, a high implication of both the artist and the public leads globally to better results concerning the brand associations.

Suggested Citation

  • Laurene Fayolle & Sonia Capelli & William Sabadie, 2012. "Placement de marque interactif et image de marque : le cas des concerts," Post-Print halshs-00685324, HAL.
    • Handle: RePEc:hal:journl:halshs-00685324
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00685324
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    References listed on IDEAS

    as
    1. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    2. Isabelle Fontaine, 2006. "Étude du changement d'attitude pour les marques placées dans les films: persuasion ou effet d'exposition?," Post-Print hal-02023763, HAL.
    3. Bernard Cova, 2008. "Consumer Made : quand le consommateur devient producteur," Post-Print halshs-02914385, HAL.
    4. Gilles Marion, 2001. "Le marketing relationnel existe-t-il ?," Post-Print halshs-02920248, HAL.
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