. Perçue-de-la-marque, la fidélité à la marque ou l'image de marque, ont un effet direct et positif sur le RSI. Plus la qualité perçue, la fidélité ou l'image de la marque sont élevés

, Par ailleurs, les méthodes utilisées par David Aaker sont riches et diversifiées : modélisation, équations structurelles, plans d'expérience, développement d'outils de mesure originaux tels que le détecteur du sentiment de chaleur? Ses apports sont encore aujourd

D. Aaker-n, de rendre les résultats de ses recherches académiques accessibles à des publics non spécialistes Il a publié de nombreux ouvrages et de nombreux articles de synthèse et/ou de vulgarisation, largement illustrés d'exemples. Enfin, la longévité de David Aaker, en tant que chercheur, mérite d'être soulignée. Sa première publication, à notre connaissance, date de, 1968.

D. A. Aaker, A Probabilistic Approach to Industrial Media Selection, Journal of Advertising Research, vol.8, issue.3, pp.46-54, 1968.
DOI : 10.1007/978-3-642-51565-1_48

D. A. Aaker, A New Method for Evaluating Stochastic Models of Brand Choice, Journal of Marketing Research, vol.7, issue.3, pp.300-306, 1970.
DOI : 10.2307/3150286

D. A. Aaker, The New-Trier Stochastic Model of Brand Choice, Management Science, vol.17, issue.8, pp.435-450, 1971.
DOI : 10.1287/mnsc.17.8.B435

D. A. Aaker, A Measure of Brand Acceptance, Journal of Marketing Research, vol.9, issue.2, pp.160-167, 1972.
DOI : 10.2307/3149949

D. A. Aaker, ADMOD: An Advertising Decision Model, Journal of Marketing Research, vol.12, issue.1, pp.37-45, 1975.
DOI : 10.2307/3150656

D. A. Aaker, Measuring the Information Content of Television Advertising, Current Issues and Research in Advertising, pp.93-108, 1984.

D. A. Aaker, Brand Extensions: the Good, the Bad, and the Ugly, pp.47-56, 1990.

D. A. Aaker, Managing Brand Equity, 1991.

D. A. Aaker, Building Strong Brands, 1996.

D. A. Aaker, Measuring Brand Equity Across Products and Markets, California Management Review, vol.38, issue.3, pp.102-119, 1996.
DOI : 10.2307/41165845

D. A. Aaker, Brand Portfolio Strategy, Strategic Direction, vol.22, issue.10, 2004.
DOI : 10.1108/sd.2006.05622jae.001

D. A. Aaker, Spanning Silos, the New CMO Imperative, 2008.

D. Aaker and R. P. Bagozzi, Unobservable Variables in Structural Equation Models with an Application in Industrial Selling, Journal of Marketing Research, vol.16, issue.2, pp.56-62, 1979.
DOI : 10.2307/3150680

D. Aaker, R. P. Bagozzi, C. J. Maclachlan, and J. M. , On Using Response Latency to Measure Preference, On Using Response Latency to Measure Preference, pp.237-234, 1980.
DOI : 10.2307/3150934

D. A. Aaker, A. L. Biel, and . Ed, Brand Equity & Advertising, Advertising's Role in Building Strong Brands, 1993.

D. A. Aaker and P. K. Brown, Evaluating Vehicle Source Effects, Journal of Advertising Research, vol.12, issue.4, pp.11-16, 1972.

B. Aaker, Causes of Irritation in Advertising, Journal of Marketing, vol.49, issue.2, pp.47-57, 1985.
DOI : 10.2307/1251564

D. A. Aaker and D. E. Bruzzone, Viewer Perceptions of Prime Time Television Advertising, Journal of Advertising Research, vol.21, issue.5, pp.15-23, 1981.

D. A. Aaker and J. M. Carman, Are You Over Advertising, Journal of Advertising Research, vol.22, issue.4, pp.57-70, 1982.

D. A. Aaker, J. M. Carman, and R. Jacobson, Modeling Advertising-Sales Relationships Involving Feedback: A Time Series Analysis of Six Cereal Brands, Journal of Marketing Research, vol.19, issue.1, pp.116-125, 1982.
DOI : 10.2307/3151536

D. A. Aaker and G. S. Day, A dynamic model of relationships among advertising, consumer awareness, attitudes, and behavior., Journal of Applied Psychology, vol.59, issue.3, pp.281-286, 1974.
DOI : 10.1037/h0036652

D. Aaker and R. Jacobson, The Role of Risk in Explaining Differences in Profitability, pp.277-296, 1987.

D. Aaker and R. Jacobson, The Financial Information Content of Perceived Quality, Journal of Marketing Research, vol.31, issue.2, pp.191-201, 1994.
DOI : 10.2307/3152193

D. A. Aaker and E. Et-joachimsthaler, Brand Leadership, 2000.

D. A. Aaker and M. J. Jones, Modeling Store Choice Behavior, Modeling Store Choice Behavior, pp.38-42, 1971.
DOI : 10.2307/3149723

D. A. Aaker and K. L. Keller, Consumer Evaluations of Brand Extensions, Consumer Evaluations of Brand Extensions, pp.27-41, 1990.
DOI : 10.2307/1252171

D. A. Aaker and D. Norris, Characteristics of Television Commercials Perceived as Informative, Journal of Advertising Research, vol.22, issue.2, pp.61-70, 1982.

D. A. Aaker and D. M. Stayman, Measuring Audience Perceptions of Commercial and Relating them to Ad Impact, Journal of Advertising Research, vol.30, issue.4, pp.7-18, 1990.

D. A. Aaker and D. M. Stayman, Implementing the concept of transformational advertising, Implementing the Concept of Transformational Advertising, pp.237-253, 1992.
DOI : 10.1037/14394-000

D. A. Aaker, D. M. Stayman, and M. R. Hagerty, Warmth in Advertising: Measurement, Impact, and Sequence Effects, Warmth in Advertising: Measurement, Impact, and Sequence Effects, pp.365-381, 1986.
DOI : 10.1086/208524

D. A. Aaker, D. M. Stayman, and R. Vezina, Identifying feelings elicited by advertising, Identifying Feelings Elicited by Advertising, pp.1-16, 1988.
DOI : 10.1016/B978-0-12-558701-3.50014-4

M. R. Hagerty and D. Aaker, A Normative Model of Consumer Information Processing, Marketing Science, vol.3, issue.3, pp.227-246, 1984.
DOI : 10.1287/mksc.3.3.227

R. Jacobson and D. A. Aaker, Is Market Share All That It's Cracked up to Be?, Journal of Marketing, vol.49, issue.4, pp.11-22, 1985.
DOI : 10.2307/1251428

R. Jacobson and D. A. Aaker, The Strategic Role of Product Quality, Journal of Marketing, vol.51, issue.4, pp.31-44, 1987.
DOI : 10.2307/1251246

R. Jacobson and D. A. Aaker, Myopic management behavior with efficient, but imperfect, financial markets, Journal of Accounting and Economics, vol.16, issue.4, pp.383-405, 1993.
DOI : 10.1016/0165-4101(93)90033-C

K. L. Keller and D. A. Aaker, The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research, vol.29, issue.1, pp.35-50, 1992.
DOI : 10.2307/3172491

D. R. Stayman and D. A. Aaker, Are all the Effects of Ad-Induced Feelings Mediated by A$_ad$?, Journal of Consumer Research, vol.15, issue.3, pp.368-373, 1988.
DOI : 10.1086/209173

D. M. Stayman and D. A. Aaker, Continuous measurement of self-report of emotional response, Psychology and Marketing, vol.35, issue.3, pp.199-214, 1993.
DOI : 10.1080/00913367.1986.10673000

D. M. Stayman, D. A. Aaker, and D. E. Bruzzone, The Incidence of Commercial Types Broadcast in Prime Time: 1976-1986, Journal of Advertising Research, vol.29, issue.3, pp.26-33, 1989.

, Autres references bibliographiques

B. T. Gale, D. F. Heany, and D. S. Swire, The Par ROI Report: Explanation and Commentary on Report, 1977.

C. A. Kiesler, B. E. Collins, and N. Miller, Attitude Change: A Critical Analysis of Theoretical Approaches, 1969.

A. A. Kuehn, Consumer Brand Choice--A Learning Process?, Journal of Advertising Research, vol.2, pp.10-17, 1962.
DOI : 10.1007/978-3-642-51565-1_7

R. J. Lavidge and G. A. Steiner, A Model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing, vol.25, issue.6, pp.59-62, 1961.
DOI : 10.2307/1248516

W. Mcguire, Personality and Attitude Change: An Information-Processing Theory, 1968.

T. C. Greenwald and T. Brock, Psychological foundations of attitudes, 1968.

D. L. Moore and J. W. Hutchinson, The Effect of Ad Affect on Advertising Effectiveness, Advances in Consumer Research, pp.526-531, 1983.

L. W. Phillips, D. R. Chang, and R. D. Buzzel, Product Quality, Cost Position and Business Performance: A Test of Some Key Hypotheses, Journal of Marketing, vol.47, issue.2, pp.26-43, 1983.
DOI : 10.2307/1251491

C. P. Puto and D. Wells, Informational and Transformational Advertising: The Differential Effects of Time, Advances in Consumer Research, pp.638-643, 1984.

T. R. Rao, Consumer's Purchase Decision Process: Stochastic Models, Journal of Marketing Research, vol.6, issue.3, pp.321-329, 1969.
DOI : 10.2307/3150138

R. John, D. Loken, B. Joiner, and C. , The Negative Impact of Extensions: Can Flagship Products Be Diluted?, Journal of Marketing, vol.62, issue.1, pp.19-32, 1998.
DOI : 10.2307/1251800

T. A. Shimp, Attitude toward the AD as a Mediator of Consumer Brand Choice, Journal of Advertising, vol.35, issue.2, pp.9-15, 1981.
DOI : 10.1037/0003-066X.35.2.151

J. L. Simon and J. Arndt, The Shape of the Advertising Response Function, Journal of Advertising Research, vol.20, issue.4, pp.11-28, 1980.

G. J. Stigler, The Economics of Information, Journal of Political Economy, vol.69, issue.3, pp.213-225, 1961.
DOI : 10.1086/258464

E. M. Tauber, Brand Leverage: Strategy for Growth in a Cost-Controlled World, Journal of Advertising Research, vol.28, issue.4, pp.26-30, 1988.