Expérience de magasinage et appropriation des espaces commerciaux

Aurélia Michaud-Trévinal ()
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Aurélia Michaud-Trévinal: ULR - La Rochelle Université

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Abstract: While marketing research focuses on sensitive and ideological components of experience, research in practices, uses and rituals that form the shopping experience has been scarce. The objective of this theoretical research is to identify the different components of the experience in those different spaces such as urban spaces and virtual ones. To achieve this objective, the conceptual framework is the environmental psychological sociology that explains the coproduction of shopping experience by the shopper and the brand. The main concept used is the appropriation of the commercial environment. Operationalisation of the construct and methodological approaches are proposed.

Date: 2011
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Published in Revue management & avenir, 2011

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