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.
Document type :
Journal articles
Liste complète des métadonnées

Cited literature [19 references]  Display  Hide  Download

https://halshs.archives-ouvertes.fr/halshs-00649521
Contributor : Jean-Marie Brignier <>
Submitted on : Monday, December 12, 2011 - 6:59:06 PM
Last modification on : Thursday, February 7, 2019 - 2:21:42 PM
Document(s) archivé(s) le : Monday, December 5, 2016 - 8:14:24 AM

File

Ambroise_Brignier_Mathews_RFM_...
Files produced by the author(s)

Identifiers

  • HAL Id : halshs-00649521, version 1

Citation

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⟩

Share

Metrics

Record views

1019

Files downloads

6219