L'influence de la marque, de la juxtaposition et de la coordination sur l'évaluation et l'intention d'achat: une approche expérimentale en magasin

L. Lessassy () and A. Jolibert
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L. Lessassy: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
A. Jolibert: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: There is a paucity of research on the positioning of retailers brand on store shelf. This paper focuses on the interaction effect between national or private brand with juxtaposed and separated displays on evaluation and purchase intention. We test these effects on consumer behaviour toward clothing items inside an actual store

Keywords: coordination; marque; juxtaposition; intention d'achat; product coordination; brand; evaluation; purchase intention (search for similar items in EconPapers)
Date: 2010
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00534776v1
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Published in 2010

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00534776

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