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Les motivations cachées des consommateurs de marques d'enseigne : et si on parlait d'autre chose que du rapport qualité-prix ?

Abstract : The aim of this paper is to explain the development of a long-lasting trust relationship between customers and store brands. In order to highlight the foundations of this relationship, the dimensions of perceived brand value toward store brands on 2 food product categories are analysed, compared to manufacturer brands. The results underline that store brands can compete against manufacturer brands even on other dimensions than value for money. Typically, the findings reveal specific brand profiles on the experiential and symbolic dimensions of perceived brand value and indicate how retailer brands' management and loyalty programmes can be optimised.
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https://halshs.archives-ouvertes.fr/halshs-00524734
Contributor : Laure Ambroise Connect in order to contact the contributor
Submitted on : Friday, October 8, 2010 - 4:26:41 PM
Last modification on : Wednesday, May 26, 2021 - 12:48:02 PM

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  • HAL Id : halshs-00524734, version 1

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Clarinda Mathews, Jean-Marie Brignier, Laure Ambroise. Les motivations cachées des consommateurs de marques d'enseigne : et si on parlait d'autre chose que du rapport qualité-prix ?. Revue Française du Marketing, Paris : A.D.T. d'exécution et de l'exploitation des études de marché, 2010, 227, pp.45-62. ⟨halshs-00524734⟩

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