Substitution d'enseignes. Impact sur l'image de marque du distributeur

Pauline de Pechpeyrou, Isabelle Collin-Lachaud and Maud Herbert

Revue française de gestion, 2013, vol. N° 231, issue 2, 55-69

Abstract: In a context of fierce competition, retailers are eager to find growth opportunities, particularly through synergies between formats. The rebranding of Champion stores into Carrefour Market belongs to this rationalization strategy. This article studies how this strategy of capitalizing on store brand equity translates into retailer brand image as perceived by customers.

Date: 2013
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