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Les effets d'une opération de co-marquage sur l'image des marques

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

  • Jean-Jack Cegarra

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

Abstract

La pratique des alliances de marques, et du co-marquage en particulier, tend à se développer. L'objectif de cet article est de mettre en évidence les effets du co-marquage sur l'image des marques partenaires. A partir d'une recherche expérimentale qui étudie les modifications de l'image des marques engagées dans des opérations de co-marquage, il apparaît notamment que les retombées de cette stratégie diffèrent selon le type de co-marquage : fonctionnel ou symbolique.

Suggested Citation

  • Géraldine Michel & Jean-Jack Cegarra, 2006. "Les effets d'une opération de co-marquage sur l'image des marques," Post-Print hal-02049790, HAL.
    • Handle: RePEc:hal:journl:hal-02049790
    Note: View the original document on HAL open archive server: https://hal.science/hal-02049790
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