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- W2907170858 abstract "La littérature actuelle montre que plus les consommateurs associent à la marque de nombreuses associations fortes, positives et consensuelles plus la marque détient une image forte. La force d’une marque, définie comme la réponse évaluative des consommateurs vis-à-vis de la marque, influence les choix des consommateurs et donc la performance de la marque sur le marché. Utilisant une approche configurationnelle, cette recherche met à jour qu’il n’y a pas de recette unique permettant de développer une marque forte. Différentes combinaisons de caractéristiques d’associations de marque (nombre, favorabilité, unicité et consensus perçu) peuvent rendre une marque forte. Ces combinaisons varient entre les consommateurs et les marques." @default.
- W2907170858 created "2019-01-11" @default.
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- W2907170858 date "2018-12-25" @default.
- W2907170858 modified "2023-10-17" @default.
- W2907170858 title "Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque" @default.
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