Rôle des salariés dans l'acculturation du client à la culture de la marque au sein des communautés: le cas QUIKSILVER

Rosemarie Viedma
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Rosemarie Viedma: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research shows the role of employees in customer acculturation to the brand culture in the community. An ethnographic study of the Quiksilver case was conducted for 12 months. The results indicate that consumer acculturation can follow two paths with several levels of acculturation. The employees who are members of the community act as acculturation agent in both phases of acquisition of the brand culture but also in downturns. The expertise, discretion or the passion of employees are important factors in the acculturation process

Keywords: "brand culture"; " acculturation"; " acculturation agents"; " community"; "ethnographic method"; "culture de la marque"; " acculturation" agents acculturateurs"; " communauté"; " méthode" ethnographique; culture de la marque; acculturation" agents acculturateurs; communauté; méthode" ethnographique (search for similar items in EconPapers)
Date: 2012-05-09
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Published in 28ème Congrès de l'Association Française du Marketing (AFM), May 2012, Brest, France. pp.22

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00742579

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