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La résistance au changement de nom de marque : ses antécédents et ses conséquences sur le capital de marque

Author

Listed:
  • Véronique Pauwels-Delassus

    (LEM - Lille - Economie et Management - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique)

  • Aurélie Leclercq Vandelannoitte

    (LEM - Lille - Economie et Management - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique)

  • Raluca Mogos Descotes

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Cet article analyse les antécédents de la résistance interne et externe au changement de nom de marque et ses conséquences sur le capital de marque. Une recherche qualitative menée auprès de 10 managers et de 40 consommateurs, suggère que, tant en interne qu'en externe, le niveau d'implication, le bénéfice perçu du changement et leur attachement à la marque substituée peuvent diminuer la résistance au changement. Divers leviers optimisant la gestion de la résistance au changement de nom de marque sont proposés afin de favoriser le transfert du capital de la marque abandonnée vers la nouvelle marque.

Suggested Citation

  • Véronique Pauwels-Delassus & Aurélie Leclercq Vandelannoitte & Raluca Mogos Descotes, 2014. "La résistance au changement de nom de marque : ses antécédents et ses conséquences sur le capital de marque," Post-Print hal-01369853, HAL.
    • Handle: RePEc:hal:journl:hal-01369853
    DOI: 10.7202/1025089ar
    as

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    Citations

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    Cited by:

    1. Kannou, Ahmed, 2024. "Les Antécédents de la Résistance des Consommateurs à la Stratégie de Changement d’Enseignes : Preuves Issues d'un Contexte Tunisien [The History of Consumer Resistance to the Brand Switching Strate," MPRA Paper 120273, University Library of Munich, Germany.
    2. Veronika Belousova & Nikolay Chichkanov, 2015. "Mobile Banking Adoption in Russia: What Incentives Matter?," HSE Working papers WP BRP 48/STI/2015, National Research University Higher School of Economics.
    3. Kannou, Ahmed, 2024. "Les Facteurs Clés de Succès d'une Substitution d’Enseignes [The Key Success Factors of Brand Substitution]," MPRA Paper 120234, University Library of Munich, Germany.

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