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L'engagement envers la marque. Proposition d'un modèle théorique et application à la comparaison de la fidélité aux marques nationales et aux marques de distributeurs

Abstract : This works aims to clarify the concept of brand commitment, which is the attitude reflecting a consumer's intention to pursue a relationship with a brand. A first survey was conducted, which allowed the empirical validation of an explicative model suggested by the review of the literature. This model describes how the consumer's attitudes combine to create commitment, which eventually alters behaviour. Satisfaction and brand attachment prove to be the two main antecedents of brand commitment. While the main outcome of commitment is obviously the repurchase of the brand, two other consequences appear noteworthy: a committed consumer shows a lesser price sensitivity; he also appears less prone to variety seeking. This explicative model serves as a tool for the comparison between retailer brands (private labels) and manufacturers' brands. This second survey identifies major differences between the two brand categories: while the general framework remains valid for both types of brands, the analysis show a much weaker link between commitment towards the private label and its repurchase. This pleads in favour of a higher degree of spurious loyalty ; the survey also shows that the nature of brand commitment largely differs between the brands. While commitment towards manufacturers' brands appears as a balanced outcome of satisfaction and attachment, commitment towards the private label is essentially dictated by the attachment or the proximity felt for the brand.
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https://pastel.archives-ouvertes.fr/pastel-00004619
Contributor : Ecole Hec Paris <>
Submitted on : Friday, January 23, 2009 - 8:00:00 AM
Last modification on : Monday, October 19, 2020 - 11:03:56 AM
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Christophe Terrasse. L'engagement envers la marque. Proposition d'un modèle théorique et application à la comparaison de la fidélité aux marques nationales et aux marques de distributeurs. Sciences de l'Homme et Société. HEC PARIS, 2006. Français. ⟨pastel-00004619⟩

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