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La Construction Du Capital-Marque Des E-Marques

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

  • Jean-François Vergne

Abstract

L'objectif de cet article est d'étudier les spécificités des e-marques, marques créées uniquement sur Internet, et plus particulièrement de mieux comprendre la construction de leur capital-marque. Dans cette optique, les différents types de e-marques développés sur Internet sont présentés et les résultats d'une étude qualitative menée auprès de seize consommateurs sont exposés. Cette étude exploratoire montre que les e-marques connaissent des difficultés pour développer une image de marque précise, et révèle qu'elles développent un capital-marque fondé sur des dimensions différentes selon le type de site Internet qui leur est associé. Des implications managériales sont alors développées.

Suggested Citation

  • Géraldine Michel & Jean-François Vergne, 2004. "La Construction Du Capital-Marque Des E-Marques," Post-Print hal-02050186, HAL.
    • Handle: RePEc:hal:journl:hal-02050186
    Note: View the original document on HAL open archive server: https://hal.science/hal-02050186
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    References listed on IDEAS

    as
    1. P. Gurviez & M. Korchia, 2002. "Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque," Post-Print hal-02020609, HAL.
    2. Bob Boad, 1999. "Co-Branding Opportunities and Benefits," Palgrave Macmillan Books, in: Tom Blackett & Bob Boad (ed.), Co-Branding, chapter 2, pages 22-37, Palgrave Macmillan.
    3. Jean-Jack Cegarra & Géraldine Michel, 2001. "Co-branding: clarification du concept," Post-Print hal-02019188, HAL.
    Full references (including those not matched with items on IDEAS)

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    Keywords

    e-marque; Capital-marque;

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