Conception et mesures du capital-marque des marques de distributeurs: une application au secteur de la grande distribution

Magali Jara ()
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Magali Jara: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The objective of this research is to conceptualize and to measure the retail brand equity. At first, the Keller's model on brand equity (1993) and others researches on service in retailing field are used to develop a specific model of retail brand equity. From in-depth interviews, one can conclude that the retail brand equity concept includes dimensions directly related to the product and dimensions related to the store and the company images (corporate image). Confirmatory analysis is led to test reliability and convergent validity of each construct of the concept

Keywords: Brand equity; retail brands; store brands; service brands; confirmatory analysis; Capital-marque; marques de distributeurs; marques enseignes; marques de service; analyses confirmatoires (search for similar items in EconPapers)
Date: 2008-05
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Published in Congrès AFM 2008, May 2008, Paris, France. 40 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00320603

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