The impact of the name of an artisanal shop on the consumer's reactions on the artisan: the role of personificatin and perceived marketing

L'effet du nom d'une boutique artisanale sur les réactions du consommateur à l'égard de l'artisan: le rôle de la personnification et des efforts marketing perçus

Jonathan Dezecot () and Nathalie Fleck
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Jonathan Dezecot: GAINS - ARGUMANS - Atelier De Recherche En Gestion De L'université Du Mans - GAINS - Groupe d'Analyse des Itinéraires et des Niveaux Salariaux - UM - Le Mans Université

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Abstract: Our research highlights the impact of the name of an artisanal shop (personified and/or 'marketed') on consumer beliefs and reactions. An experimental study was conducted on 120 consumers. The design of this study was a 2 (presence of the artisan name vs absence) X 2 ('marketed 'name vs not 'marketed' name) between-subjects design and tests the impact of these four conditions on consumers' reactions. Results show the positive impact of the personified name on beliefs, affective and behavioral reactions, a negative impact of a marketed name on artisan's authenticity and attachment. Moreover, this study highlights the central role of the Stereotype Content Model dimensions, warmth and competence (Fiske et al., 2002) in the relationship between the personification of an artisanal shop name and the consumers beliefs and reactions.

Keywords: Artisan; Personnification; stéréotype content model; expérimentation (search for similar items in EconPapers)
Date: 2019-05-15
New Economics Papers: this item is included in nep-mkt
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Published in 35ème Congrès International de l'Association Française du Marketing, May 2019, Le Havre, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02952957

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