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Theses

L’influence de la marque et de l’enseigne sur le prix attendu d'un couple marque-enseigne : Une application à l’extension de circuit de distribution.

Abstract : In a context combining a severe competition and a certain standardization of the offer, producers reconsider their distribution policy. In this sense, the practice of a channel-extension offers to producers and distributors interesting prospects. In parallel, this strategy is a new purchase opportunity for the consumer who faces a new brand-store couple. The aim of the thesis is to understand the impact of the brand and the store on the expected price of a brand-store couple PACME, within the channel extension context. An experiment was conducted to handle different brand-store couples. The consumer tends to pay more attention to the brand when assessing the expected price of a brand-store couple. However, the store, sharing the degree of specialization perceived, also affects the level of PACME. Other variables, such as involvement and subjective familiarity of the brand and the store are also taken into account.
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https://hal-univ-orleans.archives-ouvertes.fr/tel-03546180
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Submitted on : Thursday, January 27, 2022 - 6:04:30 PM
Last modification on : Wednesday, March 23, 2022 - 1:39:14 PM

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  • HAL Id : tel-03546180, version 1

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Aurore Ingarao. L’influence de la marque et de l’enseigne sur le prix attendu d'un couple marque-enseigne : Une application à l’extension de circuit de distribution.. Gestion et management. Laboratoire CERMAT-EA 2109-CNRS-Université François Rabelais de Tours, 2009. Français. ⟨tel-03546180⟩

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