The effect of digital design in retail banking on customers’ commitment and loyalty : The mediating role of positive affect

International audienceFacing an exodus of customers, some banks want to propose a new customer experience in their branches, notably with digital proposals to enhance positive affective reactions. This article studies the influence of digital design factors and the mediating effect of positive affect on two important relationship marketing outcomes: customer commitment and loyalty. This approach is quite innovative because research on the impact of atmospheric factors, and especially design cues, is quite unusual in retail banking sector. The results show that digital factors have a direct effect on positive affect but no direct influence on attitudinal loyalty or commitment. Positive affect has a mediating role between digital displays and these outcomes

The effects of expertise and brand schematicity on the perceived importance of choice criteria: a Bordeaux wine investigation

International audienceThe purpose of this research is to understand the effects of expertise and brand schematicity on the perceived importance of choice criteria in the context of purchasing red wine purchase. Data were collected via an online survey of 307 French wine consumers. The interaction effects of expertise and brand schematicity on the importance assigned to choice criteria were then investigated. First, the results show that commercial brand is more important for brand-schematic consumers (novice and expert) than for brand-aschematic (novice and expert) consumers. Second, to make their choice, brand-schematic consumers place a greater reliance on quality cues than brand-aschematic consumers, whether they are novices or experts. Third, brand-aschematic novice consumers are only interested in two quality cues [Appellation d'Origine Contrôlée (AOC) label and wine category], but French brand-schematic novice and brand-aschematic expert consumers look for five quality cues (AOC label, wine category, vintage, commercial brand and place of bottling). Fourth, brand-schematic expert consumers take into account all quality cues.The individual characteristics of consumers, that is, level of expertise and schematicity, influence the importance assigned to the information contained on the label. Care should be taken when designing a wine label, especially when consumers make their purchases in supermarkets and have no opportunity to seek advice. To convince these customers, it is essential that the font and size of the label ensure that the AOC label, wine category, vintage, commercial brand and place of bottling can be easily read. Brand-schematic consumers are interested in many quality cues to make their choice, and therefore, such information should be available in supermarkets (e.g. flyers and posters). Managers should also focus on brand content strategy to influence and hit brand-aschematic consumers. There has been little research on the effect of brand schematicity on the importance of choice criteria. The interaction of brand schematicity and degree of expertise regarding product category has not been previously studied in relation to wine selection. Brand schematicity may be used as a segmentation criterion by managers in communication campaigns and brand content strategies

Influence of iconic, indexical cues, and brand schematicity on perceived authenticity dimensions of private-label brands

International audienceConsumers respond positively to brands they perceive to be authentic. They use various cues to evaluate brand authenticity. The authenticity scale is made of four dimensions: integrity, credibility, symbolism and continuity. This research investigates the role of PLB's perceived authenticity dimensions and provides empirical evidence that, indexical cue as label and brand schematicity influence perceived authenticity dimensions of private-label brands. Compared with brand-aschematic consumers, brand-schematic consumers are more likely to perceive private-label brands as favorable on all dimensions of authenticity. The results also show that brand schematicity, by influencing integrity and credibility dimensions of PLB's perceived authenticity, increases willingness to buy and makes attitudes toward private-label brands more positive. The same result is obtained with indexical cue (label). Indexical cues influence integrity and therefore increase positive PLB attitude

The influence of brand schematicity on the importance of product cues: self-purchasing versus gift-giving situations

International audienceThe purpose of this research is to investigate the influence of self-purchasing versus gift-giving situations on the importance of product cues and the moderating effect of brand schematicity. Data were collected via an online survey of 285 French consumers for wine and 139 French consumers for whisky. The interaction effect of the gift-giving situation and brand schematicity on the importance of product cues was then investigated. The results differed, depending on the importance of brand cue. For the whisky category (high brand importance), brand schematicity had no influence on the importance of cues. For the wine category (low brand importance), brand schematicity moderated the influence of the gift-giving situation on the importance of extrinsic cues such as commercial brand. Brand schematicity and the situation of gift-giving also influence the number of important cues which consumers take into account when making their choice. In low-involvement purchasing situations, brand-aschematic consumers use fewer choice criteria than brand-schematic consumers, whereas in high-involvement purchasing situations, regardless of their level of brand schematicity, consumers use the same number of criteria to make their selection.When the commercial brand is a salient cue and regardless of the purchasing situation, it is important to provide information on the brand to consumers through any format, such as social media, leaflets, flash codes, in-store digital display, etc. When the commercial brand is not a salient cue, brand schematicity may be relevant to a segment of consumers because this consumer profile may need more information and will focus on the commercial brand. Brand managers could develop a specific approach to schematic consumers based on brand content, for example, brand managers could provide marketing materials (e.g. leaflets, flash codes, mobile apps) to retail store managers explaining the origin and value of the commercial brand. Consumers could also be provided with digital devices (such as tablets), which they could use to search for information according to these cues before choosing their product. Social media and online brand community could also provide more details about the brand and may provide an interactive area for discussions with consumers. There has been little research on the effect of brand schematicity on the importance of product cues. To the authors’ knowledge, the interaction between brand schematicity and purchase according to product category has not previously been studied. The influence of brand schematicity changes depending on the importance given to brand cues

La mesure non hiérarchique de la structure mémorielle des connaissances

International audienceAprès une présentation des différentes théories de l’organisation de la mémoire, cet article prend appui sur les théories connexionnistes pour montrer l’intérêt des mesures non hiérarchiques, peu contraignantes, qui permettent de mieux cerner l’organisation “ naturelle ” des informations en mémoire. Des illustrations sont fournies qui mettent en évidence l’influence exercée par le contexte de la collecte d’information, la familiarité/expertise du répondant avec le produit étudié et la catégorie de produit

L'arrêt d'un parrainage sportif à l'initiative du parrain : quel impact sur l'attitude des individus à son égard ?

National audienceLe parrainage sportif bénéficie d'une bonne image auprès du public et les entreprises ou marques qui s'engagent dans une telle action poursuivent souvent des objectifs de gain de notoriété ou d'amélioration d'attitude. Se pose toutefois, pour le parrain, la question de l'impact qu'aura la décision d'arrêter un partenariat, notamment sur l'attitude des individus à son égard. Contrairement à ce qui est parfois évoqué dans la littérature, la présente recherche ne montre pas d'impact négatif majeur de l'annonce de l'arrêt d'un parrainage sur l'attitude envers le parrain, quelles que soient les raisons de cette décision

L'arrêt d'un parrainage sportif à l'initiative du parrain : quel impact sur l'attitude des individus à son égard ?

National audienceLe parrainage sportif bénéficie d'une bonne image auprès du public et les entreprises ou marques qui s'engagent dans une telle action poursuivent souvent des objectifs de gain de notoriété ou d'amélioration d'attitude. Se pose toutefois, pour le parrain, la question de l'impact qu'aura la décision d'arrêter un partenariat, notamment sur l'attitude des individus à son égard. Contrairement à ce qui est parfois évoqué dans la littérature, la présente recherche ne montre pas d'impact négatif majeur de l'annonce de l'arrêt d'un parrainage sur l'attitude envers le parrain, quelles que soient les raisons de cette décision