Comment les individus issus de différentes cultures catégorisent les marques ? L’impact de la conception de soi

Jouba Hmaida () and Jean-Marc Decaudin ()
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Jouba Hmaida: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Jean-Marc Decaudin: M&CN - Marketing & Communication Networks - Toulouse Business School

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Abstract: How do consumers from different cultures categorize brands? The impact of self-construal The way consumers categorize products and brands has many strategic implications for marketers (e.g. positioning , merchandising, brand extensions). The present research examines brand categorization differences between individualistic and collectivist consumers through the construct of self-construal. The results of a quantitative study conducted amongst 500 consumers from a collectivist culture and 507 consumers from an individualistic culture showed that people with an independent self-construal group together brands that share the same attributes , whereas people with an interdependent self-construal group together brands that are used in the same usage situation.

Keywords: culture; independent self-construal; interdependent self-construal; brand categorization; collectivism; individualism; conception de soi indépendante; conception de soi interdépendante; catégorisation des marques; collectivisme; individualisme. (search for similar items in EconPapers)
Date: 2019-04-05
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Published in Décisions Marketing, 2019, 93, pp.93-106. ⟨10.7193/DM.093.93.106⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02320926

DOI: 10.7193/DM.093.93.106

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