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Fans et stratégies de marque

Author

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  • Dina Rasolofoarison

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Les fans sont de plus en plus sollicités pour promouvoir des marques de biens ou de services (jeux vidéo, restaurants, produits cosmétiques etc.) ou même pour parfois participer à leur élaboration grâce au processus de cocréation. Les marques ont bien compris que ces usagers très engagés pouvaient être des acteurs bénéfiques dans la gestion et le développement de leur stratégie marketing. Ce chapitre s'attache alors à proposer un bref panorama de certaines pratiques visant à mettre en avant ces relations entre marques et fans. Pour cela, nous faisons d'abord un point sur les recherches en marketing portant sur les fans. Ensuite nous décrirons certains exemples de stratégies de marque à destination spécifique des fans. Et nous finirons en nuançant notre propos avec une partie sur le côté obscur de l'engagement des fans. En effet, le marketing peut bénéficier de la loyauté, de la créativité, de l'engagement, du dévouement même des fans, mais parfois cette relation intense peut se retourner contre la marque, surtout si les fans ont l'impression qu'il y a eu une transgression de sa part, ou de l'exploitation, voire une marchandisation de leur sous-culture.

Suggested Citation

  • Dina Rasolofoarison, 2023. "Fans et stratégies de marque," Post-Print hal-04297574, HAL.
    • Handle: RePEc:hal:journl:hal-04297574
    Note: View the original document on HAL open archive server: https://hal.science/hal-04297574
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    References listed on IDEAS

    as
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    3. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
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    Keywords

    Fans; stratégies de marque;

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