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Représentation, noyau central d’une marque commerciale et intention d’achat : le cas du vin

Author

Listed:
  • Thierry LOREY

    (Groupe ESC Pau)

Abstract

La marque « commerciale » de vin est accusée en Recherche de ne pas avoir un véritable rôle de marque. A contrario, cet article tente de montrer, via la mobilisation de la théorie du noyau central de Michel (1999) où l’image de marque est issue des représentations, que la marque « commerciale » de vin est crédible : elle possède un noyau central, se traduisant significativement par une intention d’achat. Les analyses réalisées permettent de confirmer globalement la validité prédictive du noyau central de la marque commerciale de vin ; celle-ci impacte avant tout les consommateurs occasionnels plutôt que les experts ; en revanche, l’âge n’apparaît pas comme une variable discriminante.

Suggested Citation

  • Thierry LOREY, 2008. "Représentation, noyau central d’une marque commerciale et intention d’achat : le cas du vin," Working Papers 1001, Groupe ESC Pau, Research Department, revised Jun 2008.
    • Handle: RePEc:pau:wpaper:1001
    as

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    File URL: https://www.esc-pau.fr/faculte-recherche/documents/cahiers/cahier_recherche10_escpau.pdf
    File Function: First version, 1996
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