IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-02009183.html
   My bibliography  Save this paper

Comment la marque donne du sens au collaborateur : vers une vision elargie du capital-marque

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

  • Fabienne Berger-Remy

    (IAE Paris - Sorbonne Business School)

Abstract

La marque est un capital de l'entreprise évalué principalement aujourd'hui sous un angle marketing et financier. Cette recherche montre que la valeur de la marque peut également s'apprécier selon le supplément de sens qu'elle engendre auprès des collaborateurs. Sur la base d'une étude de cas dans quatre organisations, nous montrons que la marque crée du sens de manière spécifique pour les collaborateurs à travers des significations, une direction et des sensations distinctes de ce que ressent et comprend le consommateur. Le concept de capital-marque est ainsi revisité au regard de cette nouvelle dimension, le capital-marque du point de vue des collaborateurs ou employee-based brand equity (EBBE).

Suggested Citation

  • Géraldine Michel & Fabienne Berger-Remy, 2015. "Comment la marque donne du sens au collaborateur : vers une vision elargie du capital-marque," Post-Print halshs-02009183, HAL.
  • Handle: RePEc:hal:journl:halshs-02009183
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

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


    Cited by:

    1. Laïla Benraiss-Noailles & Catherine Viot, 2017. "Attractiveness of low-cost companies? The Influence of the employer brand on the attractiveness of low-cost companies [L' attractivité des entreprises low-cost ? Le rôle du Capital-Marque Employeur," Post-Print hal-01803635, HAL.
    2. Sebastien Knockaert & François Grima & Olivier Brunel, 2018. "Prestige, respect et responsabilité sociale : attributs symboliques comme facteur d'attractivité organisationnelle d'une association," Post-Print hal-02362420, HAL.

    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:halshs-02009183. 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.

    We have no bibliographic references for this item. You can help adding them by using 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.