Alliances de marques (notice n° 444580)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01833cam a2200193 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121011035.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Rueckert, Robert W. |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Alliances de marques |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 1994.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 29 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Les consommateurs sont fréquemment exposés à des associations de marques. Ces combinaisons de marques peuvent être considérées comme des alliances1, ou des coopérations entre les détenteurs et responsables des marques impliquées. Alors que ces associations sont relativement courantes sur une large variété de marchés industriels et de grande consommation, le sujet de l’alliance de marques a reçu très peu d’attention. Cet article est une première tentative d’analyse de la manière dont les consommateurs évaluent les marques combinées, et des forces qui conduisent les entreprises à former des alliances de marques. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Consumers are frequently presented with two or more independent brands bundled together in the marketplace. Such combination of multiple brands can be viewed as brand alliance, or cooperative arrangements between the owners and managers of the two brands. While such multiple brand combinations are a relatively common practice in a wide variety of consumer and industrial markets, the topic of cooperative arrangements between brands has received very little attention. This paper represents an initial attempt to understand how consumers evaluate brand alliances and the forces driving organizations to form brand alliances. |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Rao, Akshay R. |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Benavent, Christophe |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 1 | 1 | 1994-01-01 | p. 35-44 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-1994-1-page-35?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-1994-1-page-35?lang=fr&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux