Mesures du noyau central et de la personnalité de la marque - Comparaison des premiers résultats de validité prédictive vis-à-vis de l'attachement à la marque et l'intention d'achat

Laure Ambroise (), G. Michel and Pierre Valette-Florence ()
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G. Michel: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: On a theoretical and conceptual plan, this article aims at precising terms and/or concepts used to define brand perception by consumers, in particular concepts of core and brand personality are developed. In more, the present study has for second objective to compare two measuring instruments which allow apprehending brands from different points of view, that of core and brand personality. First results on predictive validity of the two concepts with respect to brand engagement and buying intention are presented. Measurement of predictive validity was carried out by means of simple linear regressions. Moreover hierarchical regressions allowed comparing respective contributions of the different measuring instruments.

Keywords: Brand perception; Brand central core; Brand personality; Brand engagement; Hierarchical regression; Perception de la marque; Noyau central de la marque; Personnalité de la marque; Comportement envers les marques; Régressions hiérarchiques (search for similar items in EconPapers)
Date: 2005
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Published in 2005

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00089935

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