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L'extension de gamme verticale : Clarification du concept

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

  • Billy Salha

Abstract

L'objectif de cet article est de clarifier la notion d'extension de gamme verticale et de mieux comprendre la perception des consommateurs face à ce type de stratégie de marques. Dans cette optique, la problématique générale de l'extension verticale est présentée. Dans un second temps, nous proposons un état des réactions des consommateurs face aux extensions verticales. Puis, les stratégies pour limiter les risques des extensions verticales sont mises en évidence.

Suggested Citation

  • Géraldine Michel & Billy Salha, 2005. "L'extension de gamme verticale : Clarification du concept," Post-Print hal-02051192, HAL.
    • Handle: RePEc:hal:journl:hal-02051192
    Note: View the original document on HAL open archive server: https://hal.science/hal-02051192
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    File URL: https://hal.science/hal-02051192/document
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    References listed on IDEAS

    as
    1. Géraldine Michel, 1999. "L'évolution des marques : Approche par la théorie du noyau central," Post-Print hal-02018511, HAL.
    2. Petroshius, Susan M & Monroe, Kent B, 1987. "Effect of Product-Line Pricing Characteristics on Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 511-519, March.
    3. Sullivan, Mary, 1990. "Measuring Image Spillovers in Umbrella-Branded Products," The Journal of Business, University of Chicago Press, vol. 63(3), pages 309-329, July.
    4. J.-J. Cegarra & Dwight Merunka, 1993. "Les extensions de marque : Concepts et modèles," Post-Print hal-02015229, HAL.
    5. Monique Zollinger, 1993. "Le concept de prix de référence dans le comportement du consommateur : D'une revue de la littérature à l'élaboration d'un modèle prix de référence-acceptabilité," Post-Print hal-02015315, HAL.
    6. Richard Ladwein, 1994. "Le jugement de typicalité dans l'évaluation de l'extension de marque," Post-Print hal-02016321, HAL.
    7. Kim, Chung K. & Lavack, Anne M. & Smith, Margo, 2001. "Consumer evaluation of vertical brand extensions and core brands," Journal of Business Research, Elsevier, vol. 52(3), pages 211-222, June.
    8. 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.
    9. Taylor Randall & Karl Ulrich & David Reibstein, 1999. "Capital marque et étendue verticale de la ligne de produits," Post-Print hal-02018499, HAL.
    Full references (including those not matched with items on IDEAS)

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    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.

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