Une analyse de structure de marché sur la base de la mesure de l'ensemble évoqué

Jean-Louis Chandon () and Alain Strazzieri
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Jean-Louis Chandon: Université Paul Cézanne - Aix-Marseille 3
Alain Strazzieri: Université Paul Cézanne - Aix-Marseille 3

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Abstract: Classical brand positioning is based upon measures of attribute's perceptions or preferences. Such mapping are useful but brand proximities can not be interpreted in terms of real brand competition. The authors advocate a new kind of brand positioning based upon the measures of brand acceptance (evoked set). Experiments reveal that these new mapping are sensitive to consumption situations and that they do not converge with those obtained from classical scaling.

Keywords: Concurrence; Marques; Perception; Positionnement; Ensemble évoqué; Segmentation; Marketing; Comportement du consommateur; Marché; Structure de marché (search for similar items in EconPapers)
Date: 1986-03-01
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Published in Recherche et Applications en Marketing (French Edition), 1986, 1 (1), pp.17-39. ⟨10.1177/076737018600100102⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02010720

DOI: 10.1177/076737018600100102

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