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L’image regroupe donc une composante cognitive et une composante affective. Aujourd’hui, le consommateur ne recherche plus seulement la consommation « utilitaire » du produit mais egalement une part d’imaginaire ou de reve...
En revanche, une bonne image n’entraine pas forcement une forte intention d’achat. En effet, certains freins a l’achat, comme un prix eleve par exemple, seront aux yeux de certains consommateurs plus importants qu’une bonne image. L’acte d’achat renvoie au positionnement dans son ensemble (prix-produit-image). Une fois le positionnement decide, la reflexion sur la gestion strategique de l’image peut commencer...
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