IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02018511.html
   My bibliography  Save this paper

L'évolution des marques : Approche par la théorie du noyau central

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

Cet article a pour objectif de mieux comprendre l'évolution des marques. La problématique qui nous intéresse ici est celle de l'impact de l'extension de marque sur la marque. La théorie du noyau central, issue de travaux sur les représentations sociales, permet tout d'abord d'envisager la marque comme un objet social organisé autour d'un noyau central et d'un système périphérique. l'étude empirique montre que l'incohérence entre l'extension et les associations centrales de la marque modifie l'évaluation de la marque. Par ailleurs, l'étude suggère que la distinction de la cohérence de l'extension avec le noyau et le système périphérique de la marque est mieux à même d'expliquer l'évolution de l'évaluation de la marque que le degré de typicalité de l'extension dans la marque.

Suggested Citation

  • Géraldine Michel, 1999. "L'évolution des marques : Approche par la théorie du noyau central," Post-Print hal-02018511, HAL.
    • Handle: RePEc:hal:journl:hal-02018511
    DOI: 10.1177/076737019901400403
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Eric Tafani & Géraldine Michel & Emmanuelle Rosa, 2009. "Vertical Product Line Extension Strategies: An Evaluation of Brand Halo Effect according to Range Level," Post-Print hal-02051232, HAL.
    2. Géraldine Michel & Billy Salha, 2005. "L'extension de gamme verticale : Clarification du concept," Post-Print hal-02051192, HAL.
    3. Ibtissem Hamouda & Damien Talbot, 2018. "Contenu et effets de la proximité institutionnelle : un cas d’enfermement dans l’industrie aéronautique," Post-Print hal-02329612, HAL.
    4. Veronique Cova & Jean-Luc Giannelloni, 2008. "Hospitableness in Turism Consumption [Hospitalite Et Consommation Touristique]," Post-Print hal-02369013, HAL.
    5. Romuald Grouille, 2021. "Segmenter Les Perceptions De La Marque Employeur Chez Des Recrutés : Quel(S) Apport(S) Rh ?," Working Papers hal-04128830, HAL.

    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-02018511. 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.

    We have no bibliographic references for this item. You can help adding them by using 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.