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Indicateur de valeur de marque et variables d'offre - Analyse empirique sur données de panel de magasins

Author

Listed:
  • Anne-Sophie Bayle-Tourtoulou

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Michel Dietsch

Abstract

Cette étude empirique, conduite sur une large base de données de panel de magasins, comporte deux parties. La première consiste à estimer, à partir de modèles d'attraction, un indicateur de valeur de marque par marque et par enseigne ; la seconde a pour objectif de relier cet indicateur aux principales variables d'offre dont dispose une marque au sein des magasins où elle est offerte. Il ressort que la place octroyée en linéaire ainsi que l'importance numérique de la concurrence sont liées significativement (positivement dans le premier cas, négativement dans le second) à la valeur des marques. En revanche, le prix relatif de la marque et son activité promotionnelle ne sont pas liés à l'indicateur de sa valeur.

Suggested Citation

  • Anne-Sophie Bayle-Tourtoulou & Michel Dietsch, 2002. "Indicateur de valeur de marque et variables d'offre - Analyse empirique sur données de panel de magasins," Post-Print hal-00458389, HAL.
    • Handle: RePEc:hal:journl:hal-00458389
    as

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