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De maniA]re gA(c)nA(c)rale, la qualitA(c) d'un circuit de distribution peut-elle influencer le capital d'une marque ? Plusieurs recherches ont A(c)tA(c) publiA(c)es sur les dA(c)terminants du capital marque. Cependant, la distribution a A(c)tA(c) peu A(c)tudiA(c)e. De plus, l'image du point de vente est considA(c)rA(c)e comme un concept global alors que la majoritA(c) des recherches affirme qu'elle est un construit multidimensionnel. Nous A(c)laborons un modA]le factoriel dynamique en utilisant les donnA(c)es de panel sur 4500 mA(c)nages et 12 magasins en France. Les rA(c)sultats montrent que...

This book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. 

This book presents the current researches in the area of branding and labeling. It covers a wide range of topics including brands, labels, marketing, econometrics, psychology, finance, health, economics, sociology, information, culture, heritage, retailing, etc. It addresses various areas of applications such as consumer behavior in online advertising, franchising, mobile money market, origin label and agri-food, hospitality industry, packaging transparency and decisions. The present book contributions use quantitative and qualitative methods such as experiments, case study, questionnaire,...

This book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France.It covers a wide range of topics from the fields of economics, psychology, information technology and social sciences. In particular, the book deals with various areas of application such as consumer behavior in the omnichannel, the influence of the coronavirus pandemic on attitudes and customer behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of...