Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque (notice n° 372627)
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| fixed length control field | 02312cam a2200277 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250118084513.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Koll, Oliver |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2018.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 63 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | La littérature actuelle montre que plus les consommateurs associent à la marque de nombreuses associations fortes, positives et consensuelles plus la marque détient une image forte. La force d’une marque, définie comme la réponse évaluative des consommateurs vis-à-vis de la marque, influence les choix des consommateurs et donc la performance de la marque sur le marché. Utilisant une approche configurationnelle, cette recherche met à jour qu’il n’y a pas de recette unique permettant de développer une marque forte. Différentes combinaisons de caractéristiques d’associations de marque (nombre, favorabilité, unicité et consensus perçu) peuvent rendre une marque forte. Ces combinaisons varient entre les consommateurs et les marques. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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 combinations of brand associations (number, favorability, uniqueness and perceived consensus) can make a brand strong. These combinations vary between consumers and brands. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | force d’une marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | caractéristiques d’associations |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | analyse configurationnelle |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand strength |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | configurational analysis |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | association characteristics |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Raïes, Karine |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Grohs, Reinhard |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Mühlbacher, Hans |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 92 | 4 | 2018-12-25 | p. 97-113 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2018-4-page-97?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2018-4-page-97?lang=fr&redirect-ssocas=7080</a> |
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