Impact des critères d'évaluation du marquage d'ingrédient sur la marque : etude exploratoire du marquage d'ingrédient fonctionnel des sites du commerce électronique

Abstract : The ingredient branding is branding development strategy by promoting its ingredient brands. It became an incontrovertible choice nowadays for the Internet market. Our study focused on the impact of evaluative criteria of ingredient branding (fit, typicality) on the host brand, which are e-commerce websites. Based on different branding theories (categorization theory, social representations theory, central core theory and congruence theory), our research approved that fit is the principal influent factor on host brand evaluation. Our results also indicated that fit is a mediatory variable between ingredient brand?s typicality and host brand evaluation and the correlated link between typicality?s brands relied on consumers? evaluation is confirmed.
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Theses
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http://docnum.univ-lorraine.fr/prive/NANCY2/doc437/2010NAN22001.pdf
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https://hal.univ-lorraine.fr/tel-01752696
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Submitted on : Thursday, March 29, 2018 - 1:54:41 PM
Last modification on : Tuesday, April 3, 2018 - 12:11:40 PM

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  • HAL Id : tel-01752696, version 1

Citation

Thi Hue Ngan Nguyen. Impact des critères d'évaluation du marquage d'ingrédient sur la marque : etude exploratoire du marquage d'ingrédient fonctionnel des sites du commerce électronique. Gestion et management. Université Nancy 2, 2010. Français. ⟨NNT : 2010NAN22001⟩. ⟨tel-01752696⟩

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