Les reactions d'une communite de marques face a l'evolution de cette marque: une etude exploratoire du Club Med

Abstract

This exploratory study examines the response of the Club Med brand community to the strategic repositioning of the brand. We first demonstrate the existence of a community around the Club Med brand. We then describe a multi-methods qualitative approach, which included a netnography. Our results show the heterogeneity of consumers’ response, suggesting a potential risk given that some consumers, particularly attached to the original values of Club Med, reject any evolution of the brand that may jeopardise these values.