HAL is a multidisciplinary open access archive for the deposit and dissemination of scientific research documents, whether they are published or not. The documents may come from teaching and research institutions in France or abroad, or from public or private research centers. L'archive ouverte pluridisciplinaire HAL, est destinée au dépôt et à la diffusion de documents scientifiques de niveau recherche, publiés ou non, émanant des établissements d'enseignement et de recherche français ou étrangers, des laboratoires publics ou privés.

where she teaches marketing, retailing and entrepreneurship. As head of a program that trains retail managers, she works in partnership with 10 major French retailers. Her research focuses on relationships between producers and retailers and store brands. She is member of the team of research in marketing of IRGO

This study questions the relevance of Berthon, Ewing and Hah's (2005) employer brand equity (EmpAt) scale, which measures five dimensions of employer attractiveness: economic value, interest value, social value, development value, and application value. Therefore, replication is necessary, from a theoretical perspective, to corroborate the five-factor structure and the external validity of the EmpAt scale and, from a managerial perspective, to provide empirical evidence of the managerial usefulness of the scale. The purpose of this research is twofold: first, to question the relevance of this measurement tool; and second, to examine its explanatory power. An online survey of 604 employees reveals that this scale needs some adjustment, although the structure of the scale seems to be reliable overall. The results also highlight the effects of employer brand equity on positive employee well-being, which in turn, influences loyalty.

Purpose-Brand extension strategies have become widespread since the early 80's. However, a large proportion of brand extensions still fail, suggesting the need for methodologies that produce better predictions of success or failure of new products launched with a well-known brand name. Although the symbolic fit between established brand names and brand extensions is considered as one of the most important determinants of brand extension success or failure, managers need more accurate tools to determine, from a symbolic point of view, which brand extensions are consistent with their brand. We propose to use Kapferer's brand identity prism to define more acceptable brand extensions. Design-Two studies were conducted. A first study aimed at developing a brand identity inventory (BII). In a second study, the BII's ability to predict brand extensions' success or failure was tested. Findings-The second order structure of Kapferer's brand identity prism is confirmed. We then demonstrated that brand identity is useful to better predict acceptance of brand extensions. Research implication/limitation-In prior research, perceived fit was estimated by monoitem measures or by few brand associations. Brand identity provides a more accurate estimation of the fit that can rely on attributes related to brand personality and brand valuesthe personal dimension of brand identity-or associations related to relationships and users' image-the social dimension of brand identity. Practical implication-Our findings can help managers to determine more consistent brand extensions when brands are already stretched.

HAL is a multidisciplinary open access archive for the deposit and dissemination of scientific research documents, whether they are published or not. The documents may come from teaching and research institutions in France or abroad, or from public or private research centers. L'archive ouverte pluridisciplinaire HAL, est destinée au dépôt et à la diffusion de documents scientifiques de niveau recherche, publiés ou non, émanant des établissements d'enseignement et de recherche français ou étrangers, des laboratoires publics ou privés.