Substitution d’enseignes: quelle création de valeur pour le distributeur et pour le client ?

Isabelle Collin-Lachaud (), Maud Herbert () and Pauline de Pechpeyrou ()
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Isabelle Collin-Lachaud: SKEMA Business School
Maud Herbert: SKEMA Business School
Pauline de Pechpeyrou: SKEMA Business School

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Abstract: Retailers might decide to change the store name of their dif- ferent formats in a global corporate-brand-guarantee stra- tegy. As for a brand name change, this decision can have impacts on consumer value. This work aims at analyzing how frequent customers react to the substitution of their Champion store name into Carrefour Market new labeling. Several qualitative approaches have been used in a two- step methodology: before the change and a few weeks after it. The image of the new store inherits attributes from both "parents" and several sources of consumer value are dis- closed. The analysis highlights some key factors of success to manage such a challenge.

Keywords: store name change; corporate-brand strategy; image; value; metaphor-based techniques.; substitution d’enseignes; capital-enseigne; marque-enseigne-caution; valeur; portrait chinois. (search for similar items in EconPapers)
Date: 2012-03-02
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Published in Décisions Marketing, 2012, 65, pp.57-70. ⟨10.7193/DM.065.57.70⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02424263

DOI: 10.7193/DM.065.57.70

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