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Les déterminants de l'attitude à l'égard de la MDD

Author

Listed:
  • Jérôme Lacoeuilhe

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Samy Belaïd

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

Abstract

Les recherches sur les relations consommateur - Marques de Distributeurs (MDD) sont rares, malgré leur utilité dans la gestion de ces dernières. Cet article a pour objectif de conceptualiser et de tester empiriquement, les relations entre les déterminants de l'attitude à l'égard des MDD et l'influence de cette attitude sur la fidélité comportementale. Le modèle présente des indices d'ajustements satisfaisants. Il montre l'existence de liens significatifs positifs (sensibilité au prix, confiance dans l'enseigne) et un lien significatif négatif (sensibilité aux marques) entre l'attitude à l'égard des MDD et ses déterminants. La relation attitude à l'égard de la MDD et fidélité comportementale est également validée.

Suggested Citation

  • Jérôme Lacoeuilhe & Samy Belaïd, 2015. "Les déterminants de l'attitude à l'égard de la MDD," Post-Print hal-01123962, HAL.
    • Handle: RePEc:hal:journl:hal-01123962
    Note: View the original document on HAL open archive server: https://hal.science/hal-01123962
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    References listed on IDEAS

    as
    1. Laure Ambroise & Jean-Marie Brignier & Clarinda Mathews, 2010. "Les motivations cachées des consommateurs de marques d'enseigne : et si on parlait d'autre chose que du rapport qualité-prix ?," Post-Print halshs-00649521, HAL.
    2. Magali Jara, 2009. "« Le capital-marque des marques de distributeurs : une approche conceptuelle différenciée »," Post-Print halshs-00413592, HAL.
    Full references (including those not matched with items on IDEAS)

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