Impact de la personnalité de la marque sur la satisfaction et la fidélité du consommateur

Cindy Lombart () and Didier Louis ()
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Cindy Lombart: Audencia Recherche - Audencia Business School
Didier Louis: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes

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Abstract: This research studies two major consequences of brand personality: consumer's satisfaction and loyalty. The tested model highlights the direct or indirect influence of five brand personality traits (on nine studied) on satisfaction and loyalty measured by means of attitude, preference and behavioural intentions. Thus, it underlines the interest for managers to consider the concept of brand personality in the management of their brands.

Date: 2010
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Citations: View citations in EconPapers (1)

Published in Revue management & avenir, 2010, (31), pp.31-49. ⟨10.3917/mav.031.0031⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00771152

DOI: 10.3917/mav.031.0031

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