IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02049758.html
   My bibliography  Save this paper

Alliances de marques : quel profit pour les marques partenaires ?

Author

Listed:
  • Jean-Jack Cegarra

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

La coopération entre marques est devenue une pratique courante en marketing. Les alliances de marques, et plus particulièrement les opérations de co-branding, peuvent être profitables pour chacune des marques. Les conditions de succès des ces nouvelles formes de collaboration résident notamment dans le choix judicieux de la marque partenaire et dans la pertinence et l'originalité de l'offre proposée au consommateur.

Suggested Citation

  • Jean-Jack Cegarra & Géraldine Michel, 2003. "Alliances de marques : quel profit pour les marques partenaires ?," Post-Print hal-02049758, HAL.
    • Handle: RePEc:hal:journl:hal-02049758
    DOI: 10.3166/rfg.145.163-174
    Note: View the original document on HAL open archive server: https://hal.science/hal-02049758
    as

    Download full text from publisher

    File URL: https://hal.science/hal-02049758/document
    Download Restriction: no
    File URL: https://libkey.io/10.3166/rfg.145.163-174?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jean-Jack Cegarra & Géraldine Michel, 2001. "Co-branding: clarification du concept," Post-Print hal-02019188, HAL.
    2. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. repec:dau:papers:123456789/5974 is not listed on IDEAS

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sylvain Sénéchal & Laurent Georges & Jean Pernin, 2014. "Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product," Journal of Business Ethics, Springer, vol. 124(3), pages 365-381, October.
    2. Haans, Hans, 2011. "Evaluating retail format extensions: The role of shopping goals," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 389-396.
    3. Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    4. Hwang, ShinYoung & Kim Seongcheol, 2017. "What triggers the use of mIM service provider’s sequel O2O service extensions?," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168494, International Telecommunications Society (ITS).
    5. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    6. Vladimir Sashov Zhechev & Evgeni Stanimirov, 2017. "Image Effects of the Extension of Niche Class F Vehicles in Bulgaria," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 132-171.
    7. Fabienne Chameroy & Jean-Louis Chandon, 2011. "Are All Labels Ethical? [Les labels sont-ils tous éthiques ?]," Post-Print hal-02092068, HAL.
    8. Bong-Goon Seo & Do-Hyung Park, 2020. "The Effective Type of Information Categorization in Online Curation Service Depending on Psychological Ownership," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    9. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    10. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    11. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    12. David Wang & Tiffany Yu & Fang-Ru Ye, 2012. "The value relevance of brand equity in the financial services industry: an empirical analysis using quantile regression," Service Business, Springer;Pan-Pacific Business Association, vol. 6(4), pages 459-471, December.
    13. Yasir Ali Soomro & Muzzaffar Ali Issani & Shahzad Nasim, 2016. "Consumer Perceived Brand Concept & Close Brand Extension: A Multi-Mediation Model Analysis," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 347-359.
    14. Sandra J. Milberg, 2001. "Positive Feedback Effects Of Brand Extensions: Expanding Brand Meaning And The Range Of Extendibility," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 4(1), pages 3-35.
    15. Adina Bărbulescu Robinson & Kapil R. Tuli & Ajay K. Kohli, 2015. "Does Brand Licensing Increase a Licensor's Shareholder Value?," Management Science, INFORMS, vol. 61(6), pages 1436-1455, June.
    16. Dimitriu, Radu & Warlop, Luk, 2022. "Is similarity a constraint for service-to-service brand extensions?," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1019-1041.
    17. Dens, Nathalie & De Pelsmacker, Patrick, 2010. "Attitudes toward the extension and parent brand in response to extension advertising," Journal of Business Research, Elsevier, vol. 63(11), pages 1237-1244, November.
    18. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    19. Takumi Kato, 2021. "Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 185-198, September.
    20. Kai-Lung Hui, 2004. "Product Variety Under Brand Influence: An Empirical Investigation of Personal Computer Demand," Management Science, INFORMS, vol. 50(5), pages 686-700, May.

    More about this item

    Statistics

    Access and download statistics

    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-02049758. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.