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Rôle de la proximité et de l’identification dans la fidélité des consommateurs au point de vente dans différents circuits de distribution

Author

Listed:
  • Costa, S.
  • Hérault-Fournier, C.
  • Sirieix, L.

Abstract

This paper analyses the influence of closeness and identification on customer store loyalty, in short and long marketing channels. Based on a survey (N=1625) we show that(1)relationship closeness and process-based closeness positively influence identification;(2)identification positively influences commitment and store loyalty (trust being a mediator)and,(3)the channel is a moderator in the structural model. ....French Abstract : Cet article étudie le rôle de la proximité et de l’identification dans la fidélité des consommateurs au point de vente, en circuit court et en circuit long. A partir d’une enquête auprès de 1625 consommateurs, il montre (1) l’influence des proximités relationnelle et de processus sur l’identification ;(2)l’influence de l’identification sur l’engagement affectif et la fidélité, via la confiance ;(3)l’effet modérateur du type de circuit.

Suggested Citation

  • Costa, S. & Hérault-Fournier, C. & Sirieix, L., 2015. "Rôle de la proximité et de l’identification dans la fidélité des consommateurs au point de vente dans différents circuits de distribution," Working Papers MoISA 201504, UMR MoISA : Montpellier Interdisciplinary center on Sustainable Agri-food systems (social and nutritional sciences): CIHEAM-IAMM, CIRAD, INRAE, L'Institut Agro, Montpellier SupAgro, IRD - Montpellier, France.
    • Handle: RePEc:umr:wpaper:201504
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    References listed on IDEAS

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    1. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    2. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    3. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
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    More about this item

    Keywords

    CLOSENESS; IDENTIFICATION; LOYALTY; TRUST; COMMITMENT; DISTRIBUTION CHANNEL; STRUCTURAL EQUATION MODELING; PROXIMITE; FIDELITE; CONFIANCE; ENGAGEMENT AFFECTIF; CIRCUIT DE DISTRIBUTION; MODELE D’EQUATIONS STRUCTURELLES;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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