Le duel Marques de Distributeur / Marques de Fabricant face à la contingence de la situation de consommation

Clarinda Mathews, Jean-Marie Brignier () and Laure Ambroise ()
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Clarinda Mathews: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Jean-Marie Brignier: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Laure Ambroise: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: In a context where the offer proposed by retailer brands is growing, this research investigates the trade-offs made by consumers between store brands and manufacturer brands in line with the anticipated consumption situation. 604 French people in charge of purchases at home were interviewed. This study aims to analyze the contingency of their choices through perceived brand value and trust towards the various brand categories. Findings underline the dominating role of the anticipated consumption situation during trade-offs and indicate that the perceived brand value of store brands exceeds the traditional value for money issue.

Keywords: retailer brands; manufacturer brands; store brands; perceived brand value; brand trust; consumption situation; MDD; marque de fabricants; marque d'enseignes; valeur perçue; confiance en la marque; situation de consommation (search for similar items in EconPapers)
Date: 2012-10-23
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00865996v1
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