publication . Preprint . 2014

Changements de nom de marque : les différentes stratégies de mise en oeuvre et leur impact sur le consommateur

Isabelle Aimé; Michaël Korchia;
Open Access
  • Published: 29 Sep 2014
Abstract
This work compares consumers’ attitude towards the brand names changes by analysing the brand representation evolution through three processes of changeovers: merging (co-branding between the initial and new brands), substitution (a new brand name with the initial brand identity kept) or rupture process (new brand name and identity). A before-after experimental design on two real brand changes shows that brand name substitution has a negative effect on brand evaluation and purchase intentions even with the same identity kept.
Subjects
free text keywords: Brand image, brand name changes, substitutions, representations, strategies, central core, attitude
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