Les motivations cachées des consommateurs de marques d'enseigne: et si on parlait d'autre chose que du rapport qualité-prix ?

Laure Ambroise (), Jean-Marie Brignier () and Clarinda Mathews
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Laure Ambroise: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Jean-Marie Brignier: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Clarinda Mathews: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: The aim of this paper is to explain the development of a long-lasting trust relationship between customers and store brands. In order to highlight the foundations of this relationship, the dimensions of perceived brand value toward store brands on 2 food product categories are analysed, compared to manufacturer brands. The results underline that store brands can compete against manufacturer brands even on other dimensions than value for money. Typically, the findings reveal specific brand profiles on the experiential and symbolic dimensions of perceived brand value and indicate how retailer brands' management and loyalty programmes can be optimised.

Keywords: Perceived brand value; manufacturer brands; store brands; trust; customer behaviour; Valeur perçue de la marque; marques de fabricant; MDD; confiance; comportement du consommateur. (search for similar items in EconPapers)
Date: 2010-06
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00649521v1
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Citations: View citations in EconPapers (8)

Published in Revue Française du Marketing, 2010, 227, pp.45-62

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00649521

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