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L'extension des marques et des enseignes : Cadre conceptuel et problématique managériale

Author

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  • S. Dimitriadis

    (ESC Grenoble - Ecole Supérieure de Commerce de Grenoble - EESC-GEM Grenoble Ecole de Management)

Abstract

Cet article propose une synthèse des connaissances et des recherches sur l'extension de marque. Il présente les fondements conceptuels de l'extension de marque, propose des cadres d'analyse pour son étude et analyse sa problématique managériale. Il propose enfin des voies de recherches futures dans ce domaine.

Suggested Citation

  • S. Dimitriadis, 1993. "L'extension des marques et des enseignes : Cadre conceptuel et problématique managériale," Post-Print hal-02016001, HAL.
    • Handle: RePEc:hal:journl:hal-02016001
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    Cited by:

    1. 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.

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