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Décris-moi tes rencontres avec les marques et je te dirai qui tu es... " Une approche interprétative des premières rencontres marque-consommateur

Author

Listed:
  • Florence Benoît-Moreau

    (DRM ERMES - DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Research pertaining to the consumer-brand relationship paradigm abound since the 1990's aiming at understanding relationships' development, proposing typologies and measuring their dimensions (attachment, trust, engagement, loyalty). In parallel, supporters of experiential marketing draw the attention on the central role of experiences with brands, mechanisms of appropriation and co-creation of sense. The present research combines these two paradigms investigating a major experience with the brand, the first encounter. Adopting an interpretive perspective, 14 qualitative interviews were conducted and interpreted following structural analysis' principles. A scheme emerges, logically articulating consumer's identity dynamic embedded in his consumption, the way he encounters new brands and the resulting type of relationships.

Suggested Citation

  • Florence Benoît-Moreau, 2011. "Décris-moi tes rencontres avec les marques et je te dirai qui tu es... " Une approche interprétative des premières rencontres marque-consommateur," Post-Print halshs-00673186, HAL.
    • Handle: RePEc:hal:journl:halshs-00673186
    as

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