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Le Capital Marque by Kaswengi-J

Le Capital Marque

by Kaswengi-J
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₹13,042.00
₹13,042.00
₹13,042.00
₹13,042.00
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Book cover type: Paperback
  • ISBN13: 9783838178981
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 492
  • Original Price: USD 131.0
  • Language: French
  • Edition: N/A
  • Item Weight: 717 grams
  • BISAC Subject(s): Marketing / General

De manière générale, la qualité d'un circuit de distribution peut-elle influencer le capital d'une marque ? Plusieurs recherches ont été publiées sur les déterminants du capital marque. Cependant, la distribution a été peu étudiée. De plus, l'image du point de vente est considérée comme un concept global alors que la majorité des recherches affirme qu'elle est un construit multidimensionnel. Nous élaborons un modèle factoriel dynamique en utilisant les données de panel sur 4500 ménages et 12 magasins en France. Les résultats montrent que les effets de l'image du magasin sur le capital marque varient selon l'enseigne, le format de magasin, les catégories de produits, les marques et les consommateurs. D'un point de vue théorique, cette recherche permet d'identifier les dimensions les plus pertinentes de l'image d'un point de vente ainsi que leurs conditions d'efficacité. D'un point de vue méthodologique, nous utilisons un modèle factoriel dynamique qui n'a pas encore été utilisé sur la mesure du capital marque. D'un point de vue managérial, cette recherche permettra aux responsables de marques de mieux apprécier l'influence d'un magasin sur la valeur de leurs marques.

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