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Impact de la personnalité de la marque sur la satisfaction et la fidélité du consommateur

Author

Listed:
  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

This research studies two major consequences of brand personality: consumer's satisfaction and loyalty. The tested model highlights the direct or indirect influence of five brand personality traits (on nine studied) on satisfaction and loyalty measured by means of attitude, preference and behavioural intentions. Thus, it underlines the interest for managers to consider the concept of brand personality in the management of their brands.

Suggested Citation

  • Cindy Lombart & Didier Louis, 2010. "Impact de la personnalité de la marque sur la satisfaction et la fidélité du consommateur," Post-Print hal-00771152, HAL.
    • Handle: RePEc:hal:journl:hal-00771152
    DOI: 10.3917/mav.031.0031
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    Cited by:

    1. Lombart, Cindy & Louis, Didier, 2012. "Consumer satisfaction and loyalty: Two main consequences of retailer personality," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 644-652.

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