La personnalité de l'enseigne: un outil de marketing relationnel

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 proposes an integrated model of the relational consequences of retailer personality. Seven personality traits (out of nine) of the retailer considered, Fnac, have a direct impact, positive or negative, on at least one of the studied relational consequences: trust, attachment, affective commitment and continuance commitment. Moreover, they have an indirect impact on affective commitment and continuance commitment through trust and attachment. This research thus highlights the managerial implication of the concept of retailer personality. This concept could help retailers to manage their retail-brand and to create, maintain and strengthen the relationship with their customers.

Date: 2012
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Citations: View citations in EconPapers (3)

Published in Revue management & avenir, 2012, (51), pp.15-41. ⟨10.3917/mav.051.0015⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00956957

DOI: 10.3917/mav.051.0015

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