La première rencontre mémorable entre un consommateur et une marque

Florence Benoît-Moreau

in Economics Thesis from University Paris Dauphine from Paris Dauphine University

Abstract: This doctoral research defines and explores the first memorable encounter between a consumer and a brand. The present research relies on two theoretical roots: multidisciplinary research works about the first encounter, as well as research from the consumer-brand relationship paradigm. Then, Study 1 offers an empirical exploration of the phenomenon, based on a phenomenological qualitative enquiry using different methods of analysis (life story analysis, factorial analysis of correspondence). A general pattern of the first memorable encounter is then developed. Studies 2 and 3 quantitatively investigate part of the pattern. Study 2 tests the antecedents and facets of the encounter¤s memorability using a critical incident technique. Study 3 tests the effect of encounters configurations thanks to an experimental design. Several results are discussed: the comprehension of encounters configurations as well as individual patterns of encounter, the definition of a memorable encounter and its two facets (object-driven memorability and context-driven memorability), its antecedents and consequences.

Keywords: Brand Choice; Consumers; Marques de commerce; consommateurs; marketing relationnel; expérience; Trademarks (search for similar items in EconPapers)
JEL-codes: D11 M31 Y40 (search for similar items in EconPapers)
Date: 2008 Written 2008
Note: dissertation
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