Brand Loyalty- Impact of Cognitive and Affective Variables

Studies on brand loyalty typically focus on the behavioural side of brand loyalty or on the attitudinal side. Rare are the studies that examine simultaneously both components of brand loyalty. The present study was performed to describe the conjoint contribution of cognitive and affective variables in the formation of brand loyalty. A questionnaire was administered to 400 shampoo users. A confirmatory analysis was performed to test the conceptual model presented. The results provide a better knowledge about the role played by each factor in brand loyalty formation and emphasises the major role played by affective factors.brand loyalty, repetitive buying behaviour, true loyalty, commitment, brand attachment endogenous rural development, european model of agriculture, traditional agriculture, modern agriculture, multifunctionality

Brand Loyalty: Impact of Cognitive and Affective Variables

Studies on brand loyalty typically focus on the behavioural side ofbrand loyalty or on the attitudinal side. Rare are the studies that examinesimultaneously both components of brand loyalty. The present study wasperformed to describe the conjoint contribution of cognitive and affectivevariables in the formation of brand loyalty. A questionnaire was administered to400 shampoo users. A confirmatory analysis was performed to test theconceptual model presented. The results provide a better knowledge about therole played by each factor in brand loyalty formation and emphasises the majorrole played by affective factors

The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context

International audiencePurpose: This paper aims to examine the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioural loyalty.Design/methodology/approach: This paper is based on exploratory and confirmatory studies that provide a model that explains the relationship between brand attachment and its outcomes. A structural equation modelling is used to assess the hypothetical links.Findings: The findings of the structural model confirm the majority of the hypothesised relationships. Brand attachment is considered as an important input to brand commitment for utilitarian products.Originality/value: Few studies have attempted to model the relationship between brand attachment and its antecedents and outcomes. This research also focused on a particular utilitarian product that is not - apparently - affect laden

Sur les traces d’« Enjoy Phoenix »… ou comment la beauté et la pédagogie renforcent le pouvoir d’influence des Youtubeurs sur les consommateurs

International audienceWalking on the tracks of "Enjoy Phoenix"... or how beauty and pedagogy strengthen the power of Youtuber'sinfluence on consumersThe user videos created and hosted on YouTube have a strong following among the hyper-connected public. Thesuccess of User Generated videos (UGV) attracts brands looking for interactive and powerful communicationactions. This article proposes to study the effects of the characteristics of a video's author on attitude and pur-chase intentions in the beauty field. Through two qualitative and one quantitative studies, we show the key roleof physical attractiveness, psychological proximity and a video’s pedagogical qualities as powerful vectors of aUGV’s persuasion.Les vidéos créés et hébergées sur YouTube par les utilisateurs provoquent l’engouement d’un public hyperconnecté. Le succès de ces User Generated Videos (UGV) attire les marques en quête d’actions de communi-cation interactives et puissantes. Cette recherche s’attache à étudier l’effet des caractéristiques de l’auteur de lavidéo et du message sur l’attitude et les intentions d’achat de la marque dans le contexte de la beauté. Au traversde deux études qualitatives et d’une étude quantitative, nous montrons le rôle de l’attractivité physique de laYoutubeuse, celui de la proximité psychologique et des qualités pédagogiques de la vidéo comme des vecteurspuissants de la persuasion des UGV

Le rôle de la technologie dans les expériences de coproduction de service : une lecture sociale de la valeur perçue

Cet article a pour objectif de comprendre et d’identifier les valeurs perçues des expériences de coproduction de service avec et sans dispositif technologique, à travers le prisme de la théorie de la structuration sociale. Une étude qualitative suivie de deux études quantitatives sont menées dans deux restaurants. La première étude qualitative nous a permis d’identifier 8 types de valeurs perçues d’une expérience de consommation, classées selon les dimensions du structurel : significations, domination et légitimation. Les deux études quantitatives menées dans un système de service avec et sans technologie, montrent que les dispositifs technologiques donnent lieu à des interprétations socialement différentes en termes de propriétés du structurel et de valeurs perçues. Ce résultat nous permet de formuler des recommandations managériales sur le design des dispositifs technologiques pour une meilleure appropriation par les consommateurs.The aim of this article is to understand and identify the perceived values of service co-production experiences with and without technological devices, through the prism of social structure theory. A qualitative study followed by two quantitative studies were conducted in two restaurants. The first qualitative study revealed 8 types of values perceived from the consumer experience, categorized according to structural dimensions: significations, domination and legitimation. The two quantitative studies carried out in a service system, one with and one without technology, demonstrate how technological devices engender socially different interpretations in terms of structural properties and perceived values. This result enables us to formulate managerial recommendations on the design of technological devices for better appropriation by consumers.El objetivo de este artículo es comprender e identificar los valores percibidos de las experiencias de coproducción de servicios con y sin dispositivos tecnológicos, a través del prisma de la teoría de la estructuración social. Para ello se realiza en dos restaurantes un estudio cualitativo seguido de dos estudios cuantitativos. El primer estudio cualitativo nos permitió identificar 8 tipos de valores percibidos a partir de una experiencia de consumo, clasificados según las dimensiones de lo estructural: significados, dominación y legitimación. Los dos estudios cuantitativos realizados en un sistema de servicios con y sin tecnología muestran que los dispositivos tecnológicos dan interpretaciones socialmente diferentes en términos de propiedades estructurales y valores percibidos. Este resultado nos permite formular recomendaciones a los gerentes sobre el diseño de dispositivos tecnológicos para una mejor apropiación por parte de los consumidores

Chapitre 4. Vingt ans de recherche sur le tourisme créatif

International audienc