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Alliances de marques

Author

Listed:
  • Robert Rueckert

    (Carlson School of Management - UMN - University of Minnesota [Twin Cities] - UMN - University of Minnesota System)

  • Akshay Rao

    (Carlson School of Management - UMN - University of Minnesota [Twin Cities] - UMN - University of Minnesota System)

  • Christophe Benavent

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

Les consommateurs sont fréquemment exposés à des associations de marques. Ces combinaisons de marques peuvent être considérées comme des alliances, ou des coopérations entre les détenteurs et responsables des marques impliquées. Alors que ces associations sont relativement courantes sur une large variété de marchés industriels et de grande consommation, le sujet de l'alliance de marques a reçu très peu d'attention. Cet article est une première tentative d'analyse de la manière dont les consommateurs évaluent les marques combinées, et des forces qui conduisent les entreprises à former des alliances de marques.

Suggested Citation

  • Robert Rueckert & Akshay Rao & Christophe Benavent, 1994. "Alliances de marques," Post-Print halshs-02926718, HAL.
    • Handle: RePEc:hal:journl:halshs-02926718
    DOI: 10.7193/DM.001.35-44
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