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

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

Post-Print from HAL

Abstract: The way consumers categorize products and brands has many strategic implications for marketers (e.g., positioning, merchandising, brand extensions). The present study 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 type of situation.

Keywords: collecti- vism; culture; independent self-construal; interdependent self-construal; brand categorization; individualism.; conception de soi indépendante; conception de soi interdépendante; catégorisation des marques; collectivisme; individualisme. (search for similar items in EconPapers)
Date: 2019-03-01
Note: View the original document on HAL open archive server: https://hal.science/hal-02337979v1
References: Add references at CitEc
Citations:

Published in Décisions Marketing, 2019, 93 (1), pp.93-106. ⟨10.7193/DM.093.93.106⟩

Downloads: (external link)
https://hal.science/hal-02337979v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02337979

DOI: 10.7193/DM.093.93.106

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().