Le transfert d’identification de la marque invitée à la marque d’accueil dans les alliances de marques. (the transfer of identification from the invited trademark to the host trademark in trademark alliances)

Pierre Ghewy (), Laurent Sie () and Marie-Hélène Abbo ()
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Pierre Ghewy: labrii, ULCO
Laurent Sie: labrii, ULCO
Marie-Hélène Abbo: labrii, ULCO

No 163, Working Papers from Laboratoire de Recherche sur l'Industrie et l'Innovation. ULCO / Research Unit on Industry and Innovation

Abstract: L’alliance de marques et/ou de produits marqués est une technique de mise en avant des marques qui repose sur l’exploitation jointe de la composante marque par deux entreprises partenaires. L’intérêt des managers pour ces alliances vient probablement d’une prise de conscience de la valeur du capital-marque. L'étude montre cependant que l’impact des alliances sur la relation des clients avec les marques dépend de la qualité de celles-ci avant alliance. The alliance of trademarks or products is a technique based on the joint use of the trademark aspect by two partner enterprises. The interest of such alliances for managers probably comes from the awareness of the value of the trademark capital. However, the study shows that the impact of such alliances on the relationships between customers and trademarks depend of the qualities of the latter before the alliance.

Keywords: trademarks; mark-capital; host trademark; invited trademark (search for similar items in EconPapers)
JEL-codes: L21 M21 (search for similar items in EconPapers)
Pages: 26 pages
Date: 2007-09
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Published in Cahiers du Lab.RII, Septembre 2007

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Persistent link: https://EconPapers.repec.org/RePEc:rii:riidoc:163

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