De l’attitude vis-a-vis de la communication à la marque consommée: la marque Dove (the attitude towards communication on brand consumption: the Dove’s brand case)

Pierre Ghewy ()
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Pierre Ghewy: labrii, ULCO

No 156, Working Papers from Laboratoire de Recherche sur l'Industrie et l'Innovation. ULCO / Research Unit on Industry and Innovation

Abstract: Les travaux les plus récents sur la relation marque-consommateur sont centrés sur les variables de l’identification et de l’attachement. Cet article poursuit deux objectifs. Le premier consiste à déterminer comment ces variables participent à la construction du capital-marque. Le second est de déterminer l’impact des variables relationnelles sur le choix de la marque consommée. Les résultats montrent l’importance de la relation dans la construction du capital-marque et le choix des marques utilisées. Abstract – The most recent research on brand-consumer relation are focusing on the consumer identification to brand and attachment to brand variables. In this article two points are enlighten. First, it aims at determining how those variables interfere within the process of brand equity construction. Second, we examine the impact of the relational variables on brand consumption choice. Results show that the « relationship » between a consumer and a brand is important and enrich brand equity with direct influence on the choice of the brand that (s)he’ll buy.

Keywords: Brand consumption; the doves brand; brand equity (search for similar items in EconPapers)
JEL-codes: M21 M31 (search for similar items in EconPapers)
Pages: 24 pages
Date: 2007-06
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Published in Cahiers du Lab.RII, Juin 2007

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Persistent link: https://EconPapers.repec.org/RePEc:rii:riidoc:156

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