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Rôle des salariés dans l'acculturation du client à la culture de la marque au sein des communautés : le cas QUIKSILVER

Author

Listed:
  • Rosemarie Viedma

    (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)

Abstract

This research shows the role of employees in customer acculturation to the brand culture in the community. An ethnographic study of the Quiksilver case was conducted for 12 months. The results indicate that consumer acculturation can follow two paths with several levels of acculturation. The employees who are members of the community act as acculturation agent in both phases of acquisition of the brand culture but also in downturns. The expertise, discretion or the passion of employees are important factors in the acculturation process

Suggested Citation

  • Rosemarie Viedma, 2012. "Rôle des salariés dans l'acculturation du client à la culture de la marque au sein des communautés : le cas QUIKSILVER," Post-Print halshs-00742579, HAL.
    • Handle: RePEc:hal:journl:halshs-00742579
    as

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