53 research outputs found
Quatre essais sur l'importance de la théorie du contrat social de Macneil dans le champ du marketing relationnel
La thĂ©orie du contrat social de Macneil offre un cadre d'analyse intĂ©ressant, aussi bien pour la comprĂ©hension que pour l'analyse des Ă©changes, rĂ©putĂ©s pour leur niveau d'abstraction Ă©levĂ©. Cependant, de multiples problĂ©matiques se posent quant Ă l'opĂ©rationnalisation des normes contractuelles: (1) le cadre d'analyse est particuliĂšrement complexe du fait des nombreuses ambiguĂŻtĂ©s notamment dans les dĂ©finitions mĂȘmes des normes par Macneil, constamment redĂ©finies et qui Ă©voluent en fonction de leur contexte d'utilisation; (2) la thĂ©orie n'est que rarement ou briĂšvement reprĂ©sentĂ©e dans la littĂ©rature, car la plupart du temps citĂ©e en tant que rĂ©fĂ©rence secondaire; (3) si de plus en plus de recherches contribuent Ă une meilleure comprĂ©hension du cadre thĂ©orique, elles ne mettent pas rĂ©ellement l'accent sur le choix spĂ©cifique des normes de leurs Ă©tudes, ni n'en prĂ©sentent une dĂ©finition Ă©clairĂ©e et surtout, n'offrent pas d'explications suffisamment riches; (4) il est souvent possible de remarquer, premiĂšrement, un Ă©cart important entre l'interprĂ©tation des normes de Macneil et leur application dans le champ du marketing et deuxiĂšmement, il subsiste des contradictions importantes dans les rĂ©sultats obtenus par les diffĂ©rentes recherches empiriques; (5) outre les erreurs de construits et l'oubli du contexte dans lequel la norme est Ă©tudiĂ©e -transactionnel versus relationnel -, la plupart des recherches se sont appuyĂ©es sur l'Ă©chelle de Kaufmann et Stern (1988) dont la validitĂ© vient d'ĂȘtre fortement remise en cause dans les Ă©tudes de Blois et Ivens (2007,2006); (6) il n'existe toujours pas d'Ă©chelle de mesure pertinente pour mesurer les normes de Macneil et malgrĂ© leurs multiples critiques dans leurs diffĂ©rents travaux, Ivens et Blois n'avancent pas de solutions concrĂštes. Le postulat de cette thĂšse est de dĂ©montrer que la thĂ©orie du contrat social de Macneil pourrait servir de fondation thĂ©orique au champ du marketing relationnel. L'approfondissement des travaux sur les normes de Macneil permettrait (a) d'obtenir une base conceptuelle et thĂ©orique commune dans le champ du marketing relationnel qui est, pour l'instant, particuliĂšrement fragmentĂ©; (b) de favoriser l'accĂšs du marketing relationnel au statut de nouvelle discipline. L'objectif principal de cette thĂšse par quatre articles est de proposer une nouvelle procĂ©dure mĂ©thodologique de conceptualisation et d'opĂ©rationnalisation des normes contractuelles de Macneil de maniĂšre Ă dĂ©velopper une thĂ©orie de base commune au champ du marketing relationnel. Pour atteindre cet objectif, la thĂšse s'appuie en grande partie sur un paradigme interprĂ©tativiste dans lequel la rĂ©alitĂ© est apprĂ©hendĂ©e par l'action du sujet qui l'expĂ©rimente, puisqu'elle est essentiellement mentale, perçue, socialement construite, multiple et changeante. Plusieurs outils qualitatifs sont utilisĂ©s: mĂ©ta-analyse descriptive, cartographie cognitive, entrevues en profondeurs, mĂ©thode des experts. ______________________________________________________________________________ MOTS-CLĂS DE LâAUTEUR : Marketing relationnel, Normes contractuelles de Macneil, Secteur financier
The Impact of Proximity Marketing on Consumer Reactions and Firm Performance: A Conceptual and Integrative Model
Firms are increasingly using âProximity Marketingâ, an emerging form of marketing built upon advances in wireless and social technology. This paper draws upon the literature in technology innovation, marketing and psychology to propose an integrative research model that combines technological and consumer characteristics in an adoption model that draws heavily on consumer values as an important antecedent of Proximity Marketing adoption. Few studies have focused on the impact of Proximity Marketing from a marketing perspective and none by combining the inherent technological characteristics of automatic identification technology with individual consumer traits such as their values. The model also contributes by simultaneously proposing adoption consequences both for the consumer and the firm
Allons-nous vers une société plus responsable grùce à la pandémie de Covid-19 ?
La question traitĂ©e dans cet article porte sur le monde dâaprĂšs la pandĂ©mie... ReprĂ©sente-t-elle un moment dĂ©cisif qui va nous faire basculer vers une sociĂ©tĂ© plus responsable sur les plans sociaux et environnementaux ? De nouvelles habitudes et de nouveaux comportements responsables vont-ils se mettre en place de maniĂšre durable ? Pour rĂ©pondre Ă ces enjeux, cet article mobilise des thĂ©ories plurielles associĂ©es aux changements dâhabitudes. Des prĂ©conisations sâadressant autant aux entreprises, quâaux dĂ©cideurs publics ou citoyens sont proposĂ©es pour dessiner les contours dâun aprĂšs-Covid-19 socialement et Ă©cologiquement plus acceptable
The Influence of Consumersâ Perceived Risks towards Eco-Design Packaging upon the Purchasing Decision Process: An Exploratory Study
Drawing on the meansâend chain method, this exploratory study attempts to provide a better understanding of consumersâ perceived risks towards eco-design packaging and its effects on consumersâ purchasing decisions. This study makes divers contributions in terms of theory, methodology, and policy making. Firstly, this study provides better comprehension for the concept of âeco-design packagingâ by combining an industrial perspective (i.e., a life-cycle assessment: LCA) with a consumer perspective (i.e., consumer perceptions). The findings reveal the gap between consumersâ perceptions and the LCA results towards eco-design packaging. Secondly, this study offers an alternative perspective on consumersâ reactions towards eco-design packaging through exploring the ârisksâ instead of âbenefitsâ examined to inspire package innovation. This study identified five perceived risks (functional, physical, financial, life-standard, and socio-environmental risks). Thirdly, this study illustrates the benefit of using the meansâend chain analysis (MEC) framework to explore consumersâ reactions and purchasing behaviors towards sustainable products. Lastly, this study offers several actionable suggestions to managers, packaging designers, and policy makers
Pratiques de tourisme durable : proposition dâune typologie croisĂ©e avec les comportements de consommation
International audienceLe dĂ©veloppement du tourisme et de ses vertus Ă©conomiques est important pour de nombreux territoires. Cependant, les impacts nĂ©gatifs potentiels sur lâenvironnement et la sociĂ©tĂ© peuvent ĂȘtre graves et les minimiser constitue lâun des dĂ©fis majeurs du secteur pour les dĂ©cennies Ă venir. Cela passe par une prise de conscience de lâensemble des parties prenantes, en particulier des touristes. Cette recherche propose une analyse originale croisant les comportements touristiques durables (en situation de vacances) et les comportements de consommation socialement responsable au quotidien. Ă partir dâun Ă©chantillon de 1050 rĂ©pondants reprĂ©sentatifs de la province dâOntario au Canada, la typologie prĂ©sente cinq profils dâindividus construits sur leurs comportements touristiques : les « touristes durables complets », les « touristes durables lointains », les « touristes non durables », les « touristes de proximitĂ© » et les « touristes non concernĂ©s ». Ces profils sont ensuite qualifiĂ©s selon les habitudes de consommation au quotidien, ainsi que les variables de personnalitĂ© et les variables sociodĂ©mographiques en lien avec la consommation responsable. Les rĂ©sultats permettent dâapporter des Ă©lĂ©ments de rĂ©ponse Ă la question de la connexion des comportements du quotidien et en contexte de vacances et apportent un soutien aux travaux sur lâexistence de transferts (spillover) entre les diffĂ©rents comportements durables du consommateur. Cette recherche apporte des Ă©lĂ©ments qui permettent dâaffiner les stratĂ©gies de sensibilisation et de promotion des pratiques touristiques durables des diffĂ©rentes parties prenantes impliquĂ©es dans le secteur
Impact of a retailerâs CSR activities on consumersâ loyalty
International audiencePurpose The purpose of this paper is to study the impact of the main dimensions of a retailerâs corporate social responsibility (CSR) activities (philanthropic activities, respect for the environment, respect for the consumers and respect for the workers) (e.g. Maignan, 2001; Brunk, 2010a; Ăberseder et al. , 2014) on consumersâ loyalty towards this retailer. Mediation (through consumersâ trust in this retailer and/or retailerâs perceived brand equity) and moderation effects (depending on the groups of consumers considered) are also studied. Design/methodology/approach This research was conducted on 547 consumers, representative of the Quebec population. These consumers were asked to select a retailer of their choice that they were familiar with (notably with its CSR activities) and to complete a questionnaire with regard to that retailer. Findings This research highlights that: the impact of a retailerâs CSR activities on consumersâ loyalty differs according to the dimensions considered (philanthropic activities, respect for the environment, the consumers and the workers), is fully or partially mediates by consumersâ trust in this retailer and/or retailerâs perceived brand equity and depends on the groups of consumers considered (the very responsible consumers, the local sceptical recyclers and the least responsible consumers). Research limitations/implications This research indicates that when CSR is considered not as an aggregate construct, but in terms of its dimensions, their impacts on consumersâ loyalty towards the retailer may differ or appear under certain conditions. Moreover, this research points out that consumersâ trust in the retailer is a partial mediator (for the philanthropic activities dimension of a retailerâs CSR activities for the very responsible consumers and the local sceptical recyclers) of the relationship between the dimension of a retailerâs CSR activities considered and consumersâ loyalty towards this retailer. Consumersâ trust in the retailer is also a full mediator (for the respect for environment dimension of a retailerâs CSR activities for the very responsible consumers) of the relationship between the dimension of a retailerâs CSR activities considered and consumersâ loyalty towards this retailer. Lastly, retailerâs perceived brand equity is a full mediator (for the respect for environment dimension of a retailerâs CSR activities for the three groups of consumers considered) of the relationship between the dimension of a retailerâs CSR activities considered and consumersâ loyalty towards this retailer. Practical implications This paper indicates to retailers that the dimensions respect for the consumers and the workers of their CSR activities do not have an impact on consumersâ loyalty. By contrast, for a retailer to be perceived by consumers as engaged in philanthropic activities or being environmentally friendly has a positive impact on consumersâ loyalty. Originality/value In this research, CSR is conceptualised as a multidimensional construct and the impacts of its main dimensions (philanthropic activities, respect for the environment, respect for consumers and respect for workers) on an important and strategic variables for retailers, loyalty, are highlighted. Moreover, this research also indicates that the impacts of a retailerâs CRS dimensions on consumersâ loyalty depend on individuals and may follow different paths (through consumersâ trust in the retailer and/or retailerâs perceived brand equity)
Packaging-free products: A lever of proximity and loyalty between consumers and grocery stores
International audienc
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Could Perceived Risks Explain the âGreen Gapâ in Green Product Consumption?
Although green consumption is increasingly popular in the academic literature, practice is still far from commonplace among consumers. Few studies have been conducted to explain consumer reluctance to adopt green products (GPs), particularly with regard to the roles of the various risks consumers perceive in their purchases. However, perceived risks towards GPs could be one of the explanations for the âgreen gapâ â the difference between pro-environmental attitudes and green purchase behaviour. We used a means-end chain (MEC) approach to explore the links that consumers establish between the attributes of green cleaning products, their consequences, and their perceived risks. Findings indicate that consumers perceive greater risk with respect to the functional, financial, and temporal aspects of GPs than to their physical and psychosocial aspects. Social desirability appears to be a strong personal value attached to the purchase of GPs. We also identified positive (pleasant fragrance, natural ingredients, recyclable packaging, lack of health risks, protection of the environment, enhancement of personal and social image) and negative motivations (limited distribution, weaker concentration, less attractive label, higher cost, longer and more complex purchasing process, product ineffectiveness) associated with the purchase of green cleaning products
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