Brand fit analysis
French translation: Analyse d´adéquation de la marque
| 14:43 Apr 14, 2009 |
| English to French translations [PRO] Marketing - Marketing / Market Research / Market research | |||||||
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|  Selected response from: Aitor Aizpuru Mexico Local time: 05:28 | ||||||
Grading comment
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| Summary of answers provided | ||||
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| 4 +1 | analyse de la cohérence des images des marques partenaires |
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| 2 +1 | Analyse d´adéquation de la marque |
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Answers
9 mins confidence: 
peer agreement (net): +1
peer agreement (net): +1| brand fit analysis Analyse d´adéquation de la marque Explanation: ou analyse de congruence de la marque |
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18 mins confidence: peer agreement (net): +1
peer agreement (net): +1| brand fit analysis analyse de la cohérence des images des marques partenaires Explanation: http://www.univ-nancy2.fr/CEREFIGE/realisations/colloques/do... "Le mode d’influence de la congruence d’image des parrains sur le processus de transfert entre co-parrains est encore peu clair. Les travaux sur les retombées des alliances marketing lui attribuent un rôle modérateur mais aboutissent parfois à des résultats contradictoires. Ainsi par exemple, Simonin et Ruth (1998) montrent que la cohérence des images des marques partenaires (« brand fit ») ne modèrent pas les retombées de l’alliance sur leurs évaluations ex-post ; Baumgarth (2004) arrive au résultat inverse. " -------------------------------------------------- Note added at 16 hrs (2009-04-15 07:13:05 GMT) -------------------------------------------------- http://www.brandlicensing.co.uk/files/HowMuchBrandEss9-04.pd... "The key objective of brand extension licensing is to develop product categories with a strong brand connection or ‘brand fit’ that is logical, relevant, and appealing to consumers." |
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