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L’extension de la marque est une stratégie de marketing répandue qui a fait le l’objet de plusieurs études durant les dernières décennies.
Le présent mémoire étudie l’attitude à l’égard des extensions de marque qui sont lancées à travers les médias digitaux afin de comparer les différences par rapport aux mêmes extensions de marque lancées sur les médias classiques. De plus, cette étude va analyser si les facteurs développés dans ce mémoire ont un impact positif sur les extensions de marque et si
ils peuvent s’appliquer sur les extensions de marque lancées en ligne afin d’évaluer leur impact et de déterminer lesquels sont les plus importants pour le lancement à travers les medias digitaux.
A travers les articles académiques concernant les extensions de marque et leur impact sur l’attitude des consommateurs, plusieurs facteurs de succès ont été identifiés et sélectionnés afin de déterminer leur influence dans un contexte de communications digitales. De plus, les facteurs mentionnés par Aaker et Keller, deux auteurs couramment cités par leurs pairs, ont identifié la cohérence entre l’extension et la marque mère ainsi que la qualité perçue comme étant deux des plus importants facteurs de succès des extensions de marque. D’autres facteurs, identifiés par d’autres auteurs, ont été sélectionnés tels que l’extensibilité de la marque mère, le risque perçu, la relevance et les habitudes en ligne car plusieurs articles académiques les mentionnent comme ayant une influence positive sur l’attitude des consommateurs.
Une étude en ligne et une étude physique ont été menées afin d’étudier la réaction des consommateurs concernant le lancement d’une extension de marque utilisant les médias digitaux par rapport à l’utilisation des médias traditionnels, le but étant d’évaluer la différence de comportement vis-à-vis de ces deux stratégies.
Les résultats de ce mémoire prouvent que toutes les variables développées dans ce travail n’ont pas toutes un impact positif sur l’attitude concernant l’extension des marques lancée à travers les médias digitaux.

brand extension --- digital marketing --- attitude --- extension de marque --- marketing digital --- attitude --- Sciences économiques & de gestion > Marketing

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For any market to work properly, certain key elements are necessary: competition, pricing, rules, clearly defined offers, and easy access to information. Without these components, there would be chaos. Orderly Fashion examines how order is maintained in the different interconnected consumer, producer, and credit markets of the global fashion industry. From retailers in Sweden and the United Kingdom to producers in India and Turkey, Patrik Aspers focuses on branded garment retailers--chains such as Gap, H&M, Old Navy, Topshop, and Zara. Aspers investigates these retailers' interactions and competition in the consumer market for fashion garments, traces connections between producer and consumer markets, and demonstrates why market order is best understood through an analysis of its different forms of social construction. Emphasizing consumption rather than production, Aspers considers the larger retailers' roles as buyers in the production market of garments, and as potential objects of investment in financial markets. He shows how markets overlap and intertwine and he defines two types of markets--status markets and standard markets. In status markets, market order is related to the identities of the participating actors more than the quality of the goods, whereas in standard markets the opposite holds true. Looking at how identities, products, and values create the ordered economic markets of the global fashion business, Orderly Fashion has wide implications for all modern markets, regardless of industry.

Industrial sociology. --- Fashion merchandising --- Clothing trade --- Sociology --- Industrial organization --- Industries --- Fashion marketing --- Merchandising --- Retail trade --- Apparel industry --- Clothiers --- Clothing industry --- Fashion industry --- Garment industry --- Rag trade --- Textile industry --- Tailors --- Social aspects. --- Social aspects --- Economic sociology --- Industrial economics --- Advertising Costs. --- Advertising agency. --- Advertising campaign. --- Advertising. --- And Interest. --- Anti-fashion. --- Behalf. --- Benchmarking. --- Brand extension. --- Brand loyalty. --- Calculation. --- Capitalism. --- Clothing industry. --- Clothing. --- Commodity. --- Comparative advantage. --- Competition (economics). --- Competition. --- Competitive advantage. --- Consulting firm. --- Consumer Goods. --- Consumer choice. --- Consumer network. --- Consumer. --- Counterfeit consumer goods. --- Creative work. --- Currency. --- Customer base. --- Customer. --- Designer. --- Developed country. --- Double auction. --- Economic cost. --- Economic sociology. --- Economics. --- Entrepreneurship. --- Ethical trade. --- Exchange of information. --- Fair value. --- Fashion editor. --- Fashion line. --- Fast fashion. --- Financial capital. --- Free trade. --- Fundamental analysis. --- Globalization. --- Glocalization. --- Grand theory. --- Haute couture. --- Identity management. --- In-House. --- Internationalization. --- Investor relations. --- Knowledge society. --- Lean manufacturing. --- Letter of credit. --- Liberalization. --- Marginal utility. --- Market (economics). --- Market segmentation. --- Marketing collateral. --- Marketing. --- Micromarketing. --- Neoclassical economics. --- No frills. --- Obsolescence. --- Organizational studies. --- Outlet store. --- Overproduction. --- Positioning (marketing). --- Price fixing. --- Price mechanism. --- Pricing. --- Product design. --- Product differentiation. --- Proposal (business). --- Protectionism. --- Purchasing power. --- Rational choice theory. --- Ready Made Garment. --- Reasonable person. --- Relationship marketing. --- Retail. --- Risk aversion. --- Scientific management. --- Search cost. --- Shopping. --- Social constructionism. --- Social structure. --- Speculation. --- Standardization. --- Stock exchange. --- Stock market. --- Supply chain. --- Technical analysis. --- Trade association. --- Utility. --- Utilization. --- Vendor. --- World Trade Organization.