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Comment les individus issus de différentes cultures catégorisent les marques ? L'impact de la conception de soi

Author

Listed:
  • Jouba Hmaida

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Jean-Marc Decaudin

    (M&CN - Marketing & Communication Networks - Toulouse Business School)

Abstract

La manière dont les consommateurs catégorisent les produits et les marques a de nombreuses implications stratégiques pour les marketeurs (e.g. positionnement, merchandising, extension de marques). Cette recherche examine les différences de catégorisation des marques entre les consommateurs individualistes et collectivistes à travers le construit de la conception de soi. Les résultats d'une étude quantitative, menée sur deux échantillons de 500 consommateurs de culture collectiviste et 507 consommateurs de culture individualiste, montrent que les individus ayant une conception de soi indépendante catégorisent les marques selon les attributs, alors que ceux ayant une conception de soi interdépendante catégorisent les marques selon l'occasion d'usage. Mots-clés : culture, conception de soi indépendante, conception de soi interdépendante, catégorisation des marques, collectivisme, individualisme. Abstract The way we categorize products and brands has many strategic implications for marketers

Suggested Citation

  • Jouba Hmaida & Jean-Marc Decaudin, 2019. "Comment les individus issus de différentes cultures catégorisent les marques ? L'impact de la conception de soi," Post-Print hal-02337979, HAL.
    • Handle: RePEc:hal:journl:hal-02337979
    DOI: 10.7193/DM.093.93.106
    Note: View the original document on HAL open archive server: https://hal.science/hal-02337979
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