 Décris-moi tes rencontres avec les marques et je te dirai qui tu es... " Une approche interprétative des premières rencontres marque-consommateurFlorence Benoît-Moreau ()
Post-Print from HAL Abstract: Research pertaining to the consumer-brand relationship paradigm abound since the 1990's aiming at understanding relationships' development, proposing typologies and measuring their dimensions (attachment, trust, engagement, loyalty). In parallel, supporters of experiential marketing draw the attention on the central role of experiences with brands, mechanisms of appropriation and co-creation of sense. The present research combines these two paradigms investigating a major experience with the brand, the first encounter. Adopting an interpretive perspective, 14 qualitative interviews were conducted and interpreted following structural analysis' principles. A scheme emerges, logically articulating consumer's identity dynamic embedded in his consumption, the way he encounters new brands and the resulting type of relationships. Keywords: relation marque-consommateur; méthodologie interprétative; analyse structurale; rencontre; expérience (search for similar items in EconPapers) Published in Journées Normandes de Recherche sur la Consommation, Mar 2011, Rouen, France. pp.1-18 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00673186 Access Statistics for this paper More papers in Post-Print from HAL |
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