Le transfert d’identification à la marque dans le cadre des alliances de marques (The transfer of identification to the brand in the case of brand alliances)

Pierre Ghewy ()
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Pierre Ghewy: labrii, ULCO

No 118, Working Papers from Laboratoire de Recherche sur l'Industrie et l'Innovation. ULCO / Research Unit on Industry and Innovation

Abstract: Les alliances de marques ont été essentiellement étudiées selon une approche cognitive. Le développement des travaux sur la relation consommateur-marque et notamment ceux sur l’identification à la marque permet d’apporter à cette pratique une approche relationnelle. La question posée est celle du transfert d’identification entre les marques alliées. In the past, research into brand alliances has had a mainly cognitive approach. Recent development of research carried out on the customer brand relationship, in particular those concerned with how the consumers identify with the brand, has allowed the introduction of a relational approach to this practice. This article deals with the question of how identification is transferred between associated brands.

Keywords: brand alliances; identification; transfer (search for similar items in EconPapers)
JEL-codes: L15 M21 (search for similar items in EconPapers)
Pages: 25pages
Date: 2006-02
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Published in Cahiers du Lab.RII, Février 2006

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Persistent link: https://EconPapers.repec.org/RePEc:rii:riidoc:118

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