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Rôle de la proximité et de l'identification dans la fidélité des consommateurs au point de vente dans différents circuits de distribution

Author

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  • Costa, Sandrine
  • Hérault-Fournier, Catherine
  • Sirieix, Lucie

Abstract

Cet article étudie le rôle de la proximité et de l’identification dans la fidélité des consommateurs au point de vente, en circuit court et en circuit long. A partir d’une enquête auprès de 1625 consommateurs, il montre (1) l’influence des proximités relationnelle et de processus sur l’identification ; (2) l’influence de l’identification sur l’engagement affectif et la fidélité, via la confiance ; (3) l’effet modérateur du type de circuit.

Suggested Citation

  • Costa, Sandrine & Hérault-Fournier, Catherine & Sirieix, Lucie, 2015. "Rôle de la proximité et de l'identification dans la fidélité des consommateurs au point de vente dans différents circuits de distribution," Working Papers MOISA 211039, Institut National de la recherché Agronomique (INRA), UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro, Montpellier, France.
    • Handle: RePEc:ags:inramo:211039
    DOI: 10.22004/ag.econ.211039
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    References listed on IDEAS

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    1. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    2. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    3. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
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    More about this item

    Keywords

    Marketing;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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