Chantal Lai's scientific contributions
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Publications (2)
Le changement de nom de marque est une pratique qui s'est fortement développée ces quinze dernières années, à la fois dans les produits de grande consommation et dans les services. L'analyse de nombreux cas récents fait ressortir que cette opération recouvre des cas très hétérogènes. En conséquence, l'objectif de cet article est double. ll cherche...
Citations
... La recherche en sciences de gestion s'est intéressée aux changements qui portent sur les attributs de la marque, et notamment les changements de nom de marque (Kapferer, 2007 ; Aimé-Garnier et Lai, 2008 ;etc.), les substitutions de marques (Collange, 2008 ;Collin-Lachaud, Herbert et de Pechpeyrou, 2012 ;etc.) et les substitutions d'enseignes (Lavin, 2009 ;Antéblian, Filser et Roederer, 2013 ;etc.). ...
![[object Object]](https://i1.rgstatic.net/ii/profile.image/434054890823682-1480498158315_Q64/Isabelle-Aime.jpg)
... Several articles indicate that, with no communication, or explanation about the name change, consumer evaluations following renaming are less favorable in the short run regarding attitude toward the brand. This finding is mainly because of consumers encountering a new and unknown brand name (Collange, 2008;Aimé-Garnier andLai, 2008, Pauwels Delassus andMogos Descotes, 2012). Moreover, prior literature regarding brand extension shows that the fit between the parent brand and the brand extension is the main contributor to favorable consumer evaluation (Czellar, 2003;Dacin and Smith, 1994;Völckner et al., 2008). ...
