Endossement, pseudo endossement et co-endossement d'une marque patronymique: potentiel et intérêt pour une stratégie marketing

Catherine Viot
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Catherine Viot: Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: Generally, endorsement means asking a well-known person, often a celebrity, to explicitly appropriate a brand's promo- tional discourse. Some patronymic brands, however, adopt a different strategy, calling on experts, consumer-witnesses and even, in certain cases, the heads of the companies which market those brands. How valid is that approach and what are its specific consequences? Patronymic brands, which focus on company heads' endorsement, use original strate- gies, and benefit from three major advantages: the attractive aura of success, expert credibility, and product congruency.

Keywords: Endorsement; source credibility; patronymic brand; case-study method.; Endossement; crédibilité de la source; marque patronymique; méthode des cas. (search for similar items in EconPapers)
Date: 2012-06
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2012, 66, pp.21-33. ⟨10.7193/DM.066.21.33⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02422609

DOI: 10.7193/DM.066.21.33

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