IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-00573442.html
   My bibliography  Save this paper

Mais de quelle similarité parle-t-on dans les extensions de marque?

Author

Listed:
  • Christophe Bezes

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

The psychology litterature identifies two types of similarity: literal similarity and relational similarity. However, researches on brand extension use sometimes one, sometimes the other, often little explicitly. Even before determining whether the similarity is a synonym, an antecedent or a moderator of fit, one should therefore consider the type of similarity used. This would better understand the phenomenon of brand extensions, including clarifying the concept of fit.

Suggested Citation

  • Christophe Bezes, 2010. "Mais de quelle similarité parle-t-on dans les extensions de marque?," Post-Print hal-00573442, HAL.
    • Handle: RePEc:hal:journl:hal-00573442
    Note: View the original document on HAL open archive server: https://hal.science/hal-00573442
    as

    Download full text from publisher

    File URL: https://hal.science/hal-00573442/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cohen, Joel B & Basu, Kunal, 1987. "Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 455-472, March.
    2. Utpal M. Dholakia & Itamar Simonson, 2005. "The Effect of Explicit Reference Points on Consumer Choice and Online Bidding Behavior," Marketing Science, INFORMS, vol. 24(2), pages 206-217, October.
    3. Gregan-Paxton, Jennifer & John, Deborah Roedder, 1997. "Consumer Learning by Analogy: A Model of Internal Knowledge Transfer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 266-284, December.
    4. Richard Ladwein, 1994. "Le jugement de typicalité dans l'évaluation de l'extension de marque," Post-Print hal-02016321, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Simon Blanchard & Wayne DeSarbo & A. Atalay & Nukhet Harmancioglu, 2012. "Identifying consumer heterogeneity in unobserved categories," Marketing Letters, Springer, vol. 23(1), pages 177-194, March.
    2. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    3. André Le Roux & Marinette Thébault & François Bobrie, 2015. "Typicality impact on brand imitations evaluation and categorization," Post-Print halshs-02530211, HAL.
    4. Shunda, Nicholas, 2009. "Auctions with a buy price: The case of reference-dependent preferences," Games and Economic Behavior, Elsevier, vol. 67(2), pages 645-664, November.
    5. Dubey, Subodh & Sharma, Ishant & Mishra, Sabyasachee & Cats, Oded & Bansal, Prateek, 2022. "A General Framework to Forecast the Adoption of Novel Products: A Case of Autonomous Vehicles," Transportation Research Part B: Methodological, Elsevier, vol. 165(C), pages 63-95.
    6. Sheng, Shibin & Pan, Yue, 2009. "Bundling as a new product introduction strategy: The role of brand image and bundle features," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 367-376.
    7. Nenycz-Thiel, Magda & Romaniuk, Jenni, 2016. "Understanding premium private labels: A consumer categorisation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 22-30.
    8. Ali E. Abbas & Il-Horn Hann, 2010. "Measuring Risk Aversion in a Name-Your-Own-Price Channel," Decision Analysis, INFORMS, vol. 7(1), pages 123-136, March.
    9. R. V. ShabbirHusain, 2022. "Green offering: more the centrality, greater the scepticism," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 819-834, December.
    10. Khandeparkar, Kapil, 2014. "The role of complementarity and partner brand price level in new product introduction strategy using bundle offers: A study on the quality perception of bundle components," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 992-1000.
    11. Anocha Aribarg & Neeraj Arora, 2008. "—Interbrand Variant Overlap: Impact on Brand Preference and Portfolio Profit," Marketing Science, INFORMS, vol. 27(3), pages 474-491, 05-06.
    12. Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.
    13. Xin Xu & Viswanath Venkatesh & Kar Yan Tam & Se-Joon Hong, 2010. "Model of Migration and Use of Platforms: Role of Hierarchy, Current Generation, and Complementarities in Consumer Settings," Management Science, INFORMS, vol. 56(8), pages 1304-1323, August.
    14. Jason Shachat & Lijia Wei, 2012. "Procuring Commodities: First-Price Sealed-Bid or English Auctions?," Marketing Science, INFORMS, vol. 31(2), pages 317-333, March.
    15. Giraud, Georges & Lebecque, Annick & Amblard, Corinne & Bord, Cecile & Sulmont-Rosse, Claire & Lefur, Yves, 2008. "Does Knowledge-Based Economy Speaks to Consumers? A French Case Study with Respect to Food Products," 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria 49848, European Association of Agricultural Economists.
    16. Christophe Bezes, 2010. "Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing," Post-Print hal-00573441, HAL.
    17. Fernando S. Machado & Rajiv K. Sinha, 2007. "Smoking Cessation: A Model of Planned vs. Actual Behavior for Time-Inconsistent Consumers," Marketing Science, INFORMS, vol. 26(6), pages 834-850, 11-12.
    18. Juan Feng, 2008. "—Optimal Mechanism for Selling a Set of Commonly Ranked Objects," Marketing Science, INFORMS, vol. 27(3), pages 501-512, 05-06.
    19. Robert Zeithammer, 2007. "—Optimal Selling in Dynamic Auctions: Adaptation Versus Commitment," Marketing Science, INFORMS, vol. 26(6), pages 859-867, 11-12.
    20. Khandeparkar, Kapil & Motiani, Manoj, 2020. "The effect of alcohol consumption and contextual cues on the evaluation of new brands of alcoholic beverages at the POS," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00573442. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.