L'influence de la marque, de la juxtaposition et de la coordination sur l'évaluation et l'intention d'achat : une approche expérimentale en magasin

L'influence des marques de distributeur sur le rayon a été négligée au profit de la coordination et de la juxtaposition des produits Cette recherche porte sur la manière dont les marques de distributeur ou nationales par leur interaction avec leur juxtaposition et leur coordination, affectent l'évaluation et l'intention d'achat. Une expérimentation en magasin a été utiliséecoordination ; marque ; juxtaposition ; évaluation ; intention d'achat ; product coordination ; brand ; juxtaposition ; evaluation ; purchase intention

How to engage stakeholders in research: design principles to support improvement

Abstract Background: Closing the gap between research production and research use is a key challenge for the health research system. Stakeholder engagement is being increasingly promoted across the board by health research funding organisations, and indeed by many researchers themselves, as an important pathway to achieving impact. This opinion piece draws on a study of stakeholder engagement in research and a systematic literature search conducted as part of the study. Main body: This paper provides a short conceptualisation of stakeholder engagement, followed by ‘design principles’ that we put forward based on a combination of existing literature and new empirical insights from our recently completed longitudinal study of stakeholder engagement. The design principles for stakeholder engagement are organised into three groups, namely organisational, values and practices. The organisational principles are to clarify the objectives of stakeholder engagement; embed stakeholder engagement in a framework or model of research use; identify the necessary resources for stakeholder engagement; put in place plans for organisational learning and rewarding of effective stakeholder engagement; and to recognise that some stakeholders have the potential to play a key role. The principles relating to values are to foster shared commitment to the values and objectives of stakeholder engagement in the project team; share understanding that stakeholder engagement is often about more than individuals; encourage individual stakeholders and their organisations to value engagement; recognise potential tension between productivity and inclusion; and to generate a shared commitment to sustained and continuous stakeholder engagement. Finally, in terms of practices, the principles suggest that it is important to plan stakeholder engagement activity as part of the research programme of work; build flexibility within the research process to accommodate engagement and the outcomes of engagement; consider how input from stakeholders can be gathered systematically to meet objectives; consider how input from stakeholders can be collated, analysed and used; and to recognise that identification and involvement of stakeholders is an iterative and ongoing process. Conclusion: It is anticipated that the principles will be useful in planning stakeholder engagement activity within research programmes and in monitoring and evaluating stakeholder engagement. A next step will be to address the remaining gap in the stakeholder engagement literature concerned with how we assess the impact of stakeholder engagement on research us

Guerre et négociation inter-entreprises : expressions du rapport de force

International audienc

Mesure du capital marque : proposition d'une amélioration conceptuelle et méthodologique

International audienceThe purpose of this article is to come up with an individual measure of brand equity, based on consumers preferences and choices. Using the customer-based brand equity definition and valuation method, initially proposed by Park and Srinivasan, the authors put forwards two improvements, one conceptual, the other methodological. A survey-based results on 32 brands, comparing laboratory data and panel data, shows that the revised method has a better internal and external validity. The corrected brand equity construct is indeed better correlated to other constructs related to brand strength, such as market share and distribution indices. Last but not least, the Logit model, elaborated upon the revised construct, leads to a satisfactory prediction of choice shares, attesting that the proposed approach has a good predictive validity.Cet article développe une méthode de mesure individuelle du capital marque, fondée sur les préférences et les choix du consommateur. Prenant appui sur les travaux de Park et Srinivasan, les auteurs proposent deux améliorations, à la fois conceptuelle et méthodologique. Une expérimentation, confrontant des données de laboratoire et de panels sur 32 marques différentes, atteste de la meilleure validité interne et externe de la méthode révisée. Le construit de capital marque corrigé se révèle effectivement plus fortement corrélé à d’autres indicateurs de la force de la marque, tels que la part de marché, la distribution numérique et la distribution valeur. Enfin, le modèle de prévision, élaboré à partir du construit, conduit à une bonne estimation des parts de choix, témoignant ainsi de la validité prédictive de la mesure