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

Jouba Hmaida () and Jean-Marc Décaudin
Additional contact information
Jouba Hmaida: CREG - Centre de recherche et d'études en gestion - UPPA - Université de Pau et des Pays de l'Adour
Jean-Marc Décaudin: M&CN - Marketing & Communication Networks - 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: authenticity; commodification process; connoisseurship; gastronomic and Bacchic brotherhoods; collectivisme; individualisme; culture; conception de soi interdépendante; conception de soi indépendante; catégorisation des marques (search for similar items in EconPapers)
Date: 2019-03-25
References: Add references at CitEc
Citations:

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

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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-02473035

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 ().