Le lien entre le consommateur et ses actes

Abstract

Alors que la littérature marketing explique habituellement l'engagement par des construits attitudinaux tels que la confiance et l'attachement, nous développons une approche comportementale alternative selon laquelle l'engagement résulte de l'accumulation d'actes d'achat et de consommation (Kiesler, 1971). Nous montrons que (1) le pouvoir prédictif d'un modèle comportemental, testé sur un échantillon de 432 lecteurs de presse magazine, est équivalent à celui d'un modèle attitudinal classique (variance expliquée: 0.529 vs. 0.527), et (2) l'accumulation des actes ne renforce pas l'influence des attitudes sur l'engagement (variance expliquée du modèle intégrateur attitudes-comportements: 0.546). Ces résultats suggèrent d'utiliser préférentiellement les données comportementales pour prédire l'engagement, car elles sont plus faciles à collecter.

Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand

“…Hypothesis H1 is therefore affirmed by our data. This result spreads previous works that indicated a link between consumers' brand attachment and attitudinal loyalty toward the brand (Lacoeuilhe, 2000;Thomson et al, 2005;Louis and Lombart, 2010;Julienne, 2013) by confirming this link for terroir store brand.…”

“…The link between consumers' brand attachment and attitudinal loyalty toward the brand, measured by commitment (Lacoeuilhe, 2000;Terrasse, 2006), has been demonstrated repeatedly in the literature (Lacoeuilhe, 2000;Thomson et al, 2005;Louis and Lombart, 2010;Julienne, 2013). The existence of this relationship is one of the major challenges of the theoretical and managerial interest in the notion of attachment because it integrates a new antecedent in a deterministic approach to brand loyalty.…”

“…Attachment has very clear consequences on the quality of the stability and sustainability of a relationship because it notably translates individuals' fixation in the choice of brand (Julienne, 2013). Several studies (Lacoeuilhe, 2000;Thomson et al, 2005) foreground the "predictive" aspect of attachment in commitment and willingness to make financial sacrifices to obtain a particular brand.…”

“…The existence of this relationship is one of the major challenges of the theoretical and managerial interest in the notion of attachment because it integrates a new antecedent in a deterministic approach to brand loyalty. Julienne (2013) posits that consumer attachment is also translated by specific behaviors like maintaining proximity with the object or brand in question. Therefore, consumers' brand attachment should be manifested by cumulative purchasing acts and consumption of a particular brand (Julienne, 2013).…”

“…Julienne (2013) posits that consumer attachment is also translated by specific behaviors like maintaining proximity with the object or brand in question. Therefore, consumers' brand attachment should be manifested by cumulative purchasing acts and consumption of a particular brand (Julienne, 2013). Consumer attachment to a brand is indeed a determinant of future behavioral intentions toward the brand (Mende et al, 2013).…”