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Une analyse de structure de marché sur la base de la mesure de l'ensemble évoqué

Author

Listed:
  • Jean-Louis Chandon

    (Université Paul Cézanne - Aix-Marseille 3)

  • Alain Strazzieri

    (Université Paul Cézanne - Aix-Marseille 3)

Abstract

Classical brand positioning is based upon measures of attribute's perceptions or preferences. Such mapping are useful but brand proximities can not be interpreted in terms of real brand competition. The authors advocate a new kind of brand positioning based upon the measures of brand acceptance (evoked set). Experiments reveal that these new mapping are sensitive to consumption situations and that they do not converge with those obtained from classical scaling.

Suggested Citation

  • Jean-Louis Chandon & Alain Strazzieri, 1986. "Une analyse de structure de marché sur la base de la mesure de l'ensemble évoqué," Post-Print hal-02010720, HAL.
    • Handle: RePEc:hal:journl:hal-02010720
    DOI: 10.1177/076737018600100102
    as

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    Citations

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    Cited by:

    1. Pierre-Yves Léo & Jean Philippe, 2006. "Restaurant networks between local setting and global competition [Les chaînes de restauration entre ancrage local et compétition globale]," Post-Print hal-01801621, HAL.
    2. Maria Mercanti-Guérin & Laurent Flores, 2012. "Analyse de l'univers concurrentiel des sites de vente en ligne : une approche par le Web Analytics," Post-Print hal-02055028, HAL.

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