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Le territoire-produit : étude des frontières cognitives de la marque

Author

Listed:
  • S. Changeur
  • Jean-Louis Chandon

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Cet article a pour objet d'étudier le territoire-produit de la marque et ses implications pour la stratégie d'extension de marque. Il se fonde sur l'étude des processus cognitifs d'organisation des connaissances et s'appuie sur la théorie de la catégorisation. Une étude empirique sur des produits cosmétiques permet de mettre en évidence la différence entre gamme réelle et gamme perçue qui forme la structure cognitive de la marque. Celle-ci est organisée en fonction de la typicalité perçue. De plus, cette structure a des implications pour le potentiel d'extension de la marque et la considération des extensions.

Suggested Citation

  • S. Changeur & Jean-Louis Chandon, 1995. "Le territoire-produit : étude des frontières cognitives de la marque," Post-Print hal-02016762, HAL.
    • Handle: RePEc:hal:journl:hal-02016762
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    Cited by:

    1. André Le Roux & Marinette Thébault & François Bobrie, 2015. "Typicality impact on brand imitations evaluation and categorization," Post-Print halshs-02530211, HAL.

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