Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque

Olivier Koll, Karine Raies (), Reinhard Grohs and Hans Mühlbacher
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Karine Raies: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: What is a strong brand? An approach through the configuration of brand associations Traditional literature shows that the more consumers connecte with the brand many strong, positive and consensual associations the more the brand has a strong image. A brand's strength, defined as consumers' evaluative answer about the brand, impacts their choices and consequently influences the brand's performance on the market. This research demonstrates that there is no such thing as a unique recipe for developing a strong brand. Different combi- nations of brand associations (number, favorability, uniqueness and perceived consensus) can make a brand strong. These combinations vary between consumers and brands.

Keywords: association characteristics; brand strength; configurational analysis.; caractéristiques d’associations; force d’une marque; analyse configurationnelle. (search for similar items in EconPapers)
Date: 2019-01-09
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Published in Décisions Marketing, 2019, 92, pp.97-113. ⟨10.7193/DM.092.97.113⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02307817

DOI: 10.7193/DM.092.97.113

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