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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-00649521
Contributor : Jean-Marie Brignier <>
Submitted on : Monday, December 12, 2011 - 6:59:06 PM
Last modification on : Tuesday, April 14, 2020 - 11:04:02 AM
Long-term archiving on: : Monday, December 5, 2016 - 8:14:24 AM

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Laure Ambroise, Jean-Marie Brignier, Clarinda Mathews. 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, pp.45-62. ⟨halshs-00649521⟩

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