Alexandra Dudilieu
2003-2004
Résumé : Cette recherche explore la pratique possible des alliances de marques et du co-branding en particulier, comme moyen potentiel de tangibilisation des services. L’objectif de cette recherche est d’identifier les variables du co-branding qui permettent une tangibilisation des services et d’en évaluer la perception que le consommateur peut avoir du service après influence d’une stratégie de co-branding. Il apparaît notamment que la stratégie de co-branding requiert toutes les caractéristiques d’une tangibilisation des services.
Mots-clés : servuction et service, tangibilisation, co-branding
Abstract : This research explores the possible practice of alliances of marks and Co-branding in particular, like average potential of services’s tangibilisation. The objective of this research is to identify the variables of co-branding which allow a tangibilisation of the services and to evaluate of it the perception which the consumer can have of the service after influence of a co-branding strategy. It appears in particular that the co-branding strategy requires all the characteristics of services’s tangibilisation.
Keywords : service, tangibilisation, co-branding, brands alliances, brands association, quality of credibility or experience