Endossement, pseudo endossement et co-endossement d’une marque patronymique (notice n° 445420)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02238cam a2200265 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121012221.0 |
| 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 | Viot, Catherine |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Endossement, pseudo endossement et co-endossement d’une marque patronymique |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2012.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 91 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | L’endossement publicitaire consiste à demander à une personnalité connue, généralement une célébrité, de s’approprier explicitement le discours promotionnel de la marque. Mais les marques « patronymiques » utilisent une stratégie différente en faisant appel à des experts, à des consommateurs-témoins et, dans certains cas, aux dirigeants des entreprises qui les commercialisent. Nous nous interrogeons sur le bien-fondé de cette approche et sur les conséquences – vertueuses ou non – de cette différenciation opérée par les marques patronymiques. Ces stratégies originales, notamment en matière d’endossement par le dirigeant, bénéficient ainsi de différents avantages liés à la source du message : attractivité due à la réussite, crédibilité liée à l’expertise et congruence avec les produits. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Generally, endorsement means asking a well-known person, often a celebrity, to explicitly appropriate a brand’s promotional discourse. Some patronymic brands, however, adopt a different strategy, calling on experts, consumer-witnesses and even, in certain cases, the heads of the companies which market those brands. How valid is that approach and what are its specific consequences? Patronymic brands, which focus on company heads’ endorsement, use original strategies, and benefit from three major advantages: the attractive aura of success, expert credibility, and product congruency. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | crédibilité de la source |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marque patronymique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | méthode des cas |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Endossement |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | source credibility |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | patronymic brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Endorsement |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | case-study method |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 66 | 2 | 2012-04-01 | p. 21-33 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2012-2-page-21?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2012-2-page-21?lang=fr&redirect-ssocas=7080</a> |
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