Advanced Search
MyIDEAS: Login

La première rencontre mémorable entre un consommateur et une marque

Contents:

Editor Info

  • Pras, Benard
  • Volle, Pierre

Author Info

  • Benoît-Moreau, Florence
Registered author(s):

    Abstract

    This 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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://basepub.dauphine.fr/xmlui/bitstream/123456789/187/1/These_BenoitMoreau.pdf
    Download Restriction: no

    Bibliographic Info

    as in new window
    This book is provided by Paris Dauphine University in its series Economics Thesis from University Paris Dauphine with number 123456789/187 and published in 2008.

    Order: http://basepub.dauphine.fr/xmlui/handle/123456789/187
    Handle: RePEc:dau:thesis:123456789/187

    Note: dissertation
    Contact details of provider:
    Web page: http://www.dauphine.fr/en/welcome.html
    More information through EDIRC

    Related research

    Keywords: Brand Choice; Consumers; Marques de commerce; consommateurs; marketing relationnel; expérience; Trademarks;

    Find related papers by JEL classification:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:dau:thesis:123456789/187. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandre Faure).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.