Le transfert d’identification à la marque dans le cadre des alliances de marques (The transfer of identification to the brand in the case of brand alliances)

Les alliances de marques ont ete essentiellement etudiees selon une approche cognitive. Le developpement des travaux sur la relation consommateur-marque et notamment ceux sur l’identification a la marque permet d’apporter a cette pratique une approche relationnelle. La question posee est celle du transfert d’identification entre les marques alliees. In the past, research into brand alliances has had a mainly cognitive approach. Recent development of research carried out on the customer brand relationship, in particular those concerned with how the consumers identify with the brand, has allowed the introduction of a relational approach to this practice. This article deals with the question of how identification is transferred between associated brands.