Cet article a pour objet d'étudier le territoire-produit de la marque et ses implications pour la stratégie d'extension de marque. Il se fonde sur l'étude des processus cognitifs d'organisation des connaissances et s'appuie sur la théorie de la catégorisation. Une étude empirique sur des produits cosmétiques permet de mettre en évidence la différence entre gamme réelle et gamme perçue qui forme la structure cognitive de la marque. Celle-ci est organisée en fonction de la typicalité perçue. De plus, cette structure a des implications pour le potentiel d'extension de la marque et la considération des extensions.
Get full access to this article
View all access options for this article.
References
1.
AakerD. (1990), Brand Extensions: The Good, the Bad and the Ugly, Sloan Management Review, 31, 4, 47–56.
2.
AakerD. (1991), Managing Brand Equity, New-York, The Free Press.
3.
AakerD.KellerK.L. (1990), Consumer Evaluations of Brand Extensions, Journal of Marketing, 54, 1, 27–41.
4.
AlbaJ.W.ChattopadhyayC. (1985), Effects of Context and Part-Category Cues on Recall of Competing Brands, Journal of Marketing Research, 22, 3, 340–349.
5.
AlbaJ.W.HutchinsonJ.W. (1987), Dimensions of Consumer Expertise, Journal of Consumer Research, 13, 4, 411–454.
6.
BarwiseP. (1993), Brand Equity: Snark or Boojum ?, International Journal of Research in Marketing, 10, 1, 93–104.
7.
BottonM.CegarraJ.-J. (1990), Le nom de marque: création et stratégie de marque, Paris, McGraw Hill.
BoushD.M.LokenB. (1991), A Process-Tracing Study of Brand-Extension Evaluation, Journal of Marketing Research, 28, 1, 16–28.
10.
BrisouxJ.ChéronE.FernetM. (1986), Eléments de validation d'un modèle de catégorisation des marques, Actes du 13ème Séminaire International de Recherche en Marketing, ed. LarocheM.StrazzieriA., La Londe, IAE Aix-en-Provence, 91–112.
11.
ChandonJ.-L.StrazzieriA. (1986), Une analyse de structure de marché sur la base de la mesure de l'ensemble évoqué, Recherche et Applications en Marketing, 1, 1, 17–40.
12.
CohenJ.B.BasuK. (1987), Alternative Models of Categorization: Toward a Contingent Processing Framework, Journal of Consumer Research, 13, 4, 455–472.
13.
DickA.ChakravartiD.BiehalG. (1990), Memory-Based Inferences During Consumer Choice, Journal of Consumer Research, 17, 1, 82–93.
14.
DimitriadisS. (1991), Politique d'extension de marque, pratiques managériales et perception des consommateurs, Thèse de Doctorat en Sciences de Gestion, I.A.E Aix-en-Provence.
15.
FiskeS.T.PavelchakM. (1986), Category-based versus Piecemal-based Affective Responses: Developments in Schema-triggered Affect, The Handbook of Motivation and Cognition, ed. SorrientinoHiggins, New-York, Guilford Press, 167–203.
16.
HamptonJ.A.GardinerM.M. (1983), Measures of internal category structure: A correlational analysis of normative data, British Journal of Psychology, 74, 491–516.
17.
HartmanC.PriceL.DuncanC. (1990), Consumer Evaluation of Franchise Extension Products: A Categorization Processing Perspective, Advances in Consumer Research, 17, ed. GoldbergM.E.GornG.PollayR.W., Provo, Utah, Association for Consumer Research, 120–127.
18.
HowardJ.A. (1977), Consumer Behavior: Application of Theory, New-York, McGraw-Hill.
19.
JonesJ.-P. (1986), What's in a Name ?, Hampshire, Heath & Co.
20.
KapfererJ.-N. (1991), Les marques: Capital de l'entreprise, Paris, Ed d'Organisation.
21.
KealeyL. (1992), Gaining Your Unfair Share of Attention: Decentralizing the Concept of a Brand, Design Management Journal, 3, 2, 64–71.
22.
KellerK.L. (1991), Conceptualizing, Measuring and Managing Customer-based Brand Equity, Report n°91–123, Marketing Science Institute, Cambridge MA.
23.
KellerK.L.AakerD. (1992), The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research, 29, 1, 35–50.
24.
KerbyJ.K. (1967), Semantic Generalization in the Formation of Consumer Attitudes, Journal of Marketing Research, 4, 3, 314–317.
25.
LadweinR. (1993), Extension de marque et catégories cognitives: contribution expérimentale à l'évaluation de l'extension de marque, Thèse de Doctorat en Sciences de Gestion, I.A.E. de Lille.
26.
LeuthesserL. (1988), Defining, Measuring and Managing Brand Equity, Report n°88–104, Marketing Science Institute, Cambridge MA.
27.
LokenB.WardJ. (1986), Beliefs and Attitudes Underlying Product Typicality, Actes du 13ème Séminaire International de Recherche en Marketing, ed. LarocheM.StrazzieriA., La Londe, IAE d'Aixen-Provence, 359–376.
28.
LokenB.WardJ. (1990). Alternative Approaches to Understanding the Determinants of Typicality, Journal of Consumer Research, 17, 2, 111–126.
29.
MervisC.B.RoschE. (1981), Categorization of Natural Objects, Annual Review of Psychology, 32, 89–115.
30.
MurphyJ. (1990) Brand Strategy, Cambridge UK, Director Books.
31.
NarayanaC.MarkinR.J. (1975), Consumer Behavior and Product Performance: An Alternative Conceptualization, Journal of Marketing, 39, 4, 1–6.
32.
NedungadiP.HutchinsonJ. (1985), The Prototypicality of Brands: Relationships with Brand Awareness, Preference and Usage, Advances in Consumer Research, 12, ed. HirschmanE.C.HolbrookM.B., Provo, Utah, Association for Consumer Research, 498–503.
ParkC.MilbergS.LawsonR. (1991), Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency, Journal of Consumer Research, 18, 2, 185–193.
35.
RangaswamyA.BurkeR.OlivaT. (1993), Brand Equity and the Extendibility of Brand Name, International Journal of Research in Marketing, 10, 1, 61–76.
36.
RegoubyC. (1988) La communication globale, Paris, Ed. d'Organisation.
37.
ReynoldsH.T. (1977), Analysis of Nominal Data, Sage University Paper, 7, London, Sage Publications.
38.
Roedder-JohnD.LokenB. (1993), Diluting Brand Beliefs: When do Brand Extensions Have Negative Impact, Journal of Marketing, 57, 3, 71–84.
39.
RomanH.S. (1969), Semantic Generalization in the Formation of Consumer Attitudes, Journal of Marketing Research, 6, 3, 369–373.
40.
RoschE. (1973), On the Internal Structure of Perceptual and Semantic Categories, Cognitive Development and the Acquisition of Language, ed. MooreT.E., New-York, Academic Press, 111–144.
RoschE. (1978) Principles of Categorization”, Cognition and Categorization, ed. RoschE.LloydB.B., Hillsdale NJ, L.E.A., 27–48.
43.
RoschE.MervisC.B. (1975), Family Resemblances: Studies in the Internal Structure of Categories, Cognitive Psychology, 7, 573–605.
44.
SrivastavaR.ShokerA. (1991), Brand Equity: a Perspective on its Meaning and Measurement, Report n°91–124, Marketing Science Institute, Cambridge MA.
45.
SujanM.DeklevaC. (1987), Product Categorization and Inference Making: Some Implications for Comparative Advertising, Journal of Consumer Research, 14, 3, 372–378.
46.
TauberE.M. (1981), Brand Franchise Extension: New Product Benefits from Existing Brand Names, Business Horizons, 24, 2, 36–41.
47.
TauberE.M. (1988), Brand Leverage: Strategy for Growth in a Cost-Control World, Journal of Avertising Research, 28, 4, 26–30.
