Brand bonding development through shopping experiences in branded boutiques

Expérience en boutique et attachement du consommateur: l'impact du contact direct à la marque

Amélie Blum, Bertrand Belvaux () and Blandine Anteblian ()
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Amélie Blum: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Bertrand Belvaux: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Blandine Anteblian: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: Nowadays Brands generate additional sales via their own retail network, in particular their own boutiques where they propose a unique experience and enter directly in contact with their consumers. Brands provide consumers with an emblematic experience they can fully pilot in comparison with externalized distribution. - Experiential marketing being a strategic lever - These specific shopping experience can generate business, reinforce brand-image, brand-bonding and can also trigger the engagement of consumers who themselves actively participate to brand-building. This survey aims at measuring how the shopping experience in branded boutiques generates brand-bonding. One shall then understand the impact of retail on the relationship between brands and consumers.

Keywords: Integrated retail; Retail via self-owned boutique; Brand-bonding; Consumer-brand relationship; Brand experience; Canal propre; Retail boutique; Attachement à la marque; Relation consommateur-marque; Expérience marque (search for similar items in EconPapers)
Date: 2017-10-12
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Published in 20ème Colloque International Etienne Thil, Association Etienne Thil; Institut du Marketing et du Management de la distribution (IMMD - Roubaix); IGR-IAE Rennes, Université de Rennes 1, Oct 2017, Roubaix, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03470859

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