La première rencontre mémorable entre un consommateur et une marque
AbstractThis doctoral research defines and explores the first memorable encounter between a consumer and a brand. The present research relies on two theoretical roots: multidisciplinary research works about the first encounter, as well as research from the consumer-brand relationship paradigm. Then, Study 1 offers an empirical exploration of the phenomenon, based on a phenomenological qualitative enquiry using different methods of analysis (life story analysis, factorial analysis of correspondence). A general pattern of the first memorable encounter is then developed. Studies 2 and 3 quantitatively investigate part of the pattern. Study 2 tests the antecedents and facets of the encounter¤s memorability using a critical incident technique. Study 3 tests the effect of encounters configurations thanks to an experimental design. Several results are discussed: the comprehension of encounters configurations as well as individual patterns of encounter, the definition of a memorable encounter and its two facets (object-driven memorability and context-driven memorability), its antecedents and consequences.
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Bibliographic InfoThis book is provided by Paris Dauphine University in its series Economics Thesis from University Paris Dauphine with number 123456789/187 and published in 2008.
Brand Choice; Consumers; Marques de commerce; consommateurs; marketing relationnel; expérience; Trademarks;
Find related papers by JEL classification:
- Y40 - Miscellaneous Categories - - Dissertations - - - Dissertations
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
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