Mais de quelle similarité parle-t-on dans les extensions de marque?

Christophe Bezes ()
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Christophe Bezes: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

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Abstract: The psychology litterature identifies two types of similarity: literal similarity and relational similarity. However, researches on brand extension use sometimes one, sometimes the other, often little explicitly. Even before determining whether the similarity is a synonym, an antecedent or a moderator of fit, one should therefore consider the type of similarity used. This would better understand the phenomenon of brand extensions, including clarifying the concept of fit.

Keywords: literal similarity; relational similarity; brand extensions; similarité littérale; similarité relationnelle; fit; extensions de marque (search for similar items in EconPapers)
Date: 2010-03-25
Note: View the original document on HAL open archive server: https://hal.science/hal-00573442v1
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Published in 9èmes Journées Normandes de Recherche sur la Consommation, Mar 2010, Rouen, France. pp.1-13

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