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La fidélité prototypique : une approche de la fidélité perçue par l'auto-catégorisation


  • Volle, Pierre


  • De Kerviler, Gwarlann


Perception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL) corresponding to a subjective evaluation of one’s similarity to a prototyped loyal customer (one’s perceived typicality); (2) identifying the attributes of the prototyped loyal customer organized around six factors: Confidence, Continuity, Information, Participation, Identity, Exclusivity - the first dimensions being more strongly associated to loyalty ; (3) studying the strong influence of CSF on customer expectations and future intentions and (4) demonstrating that it is more the CSF than the true contribution of a customer which determines the perceived legitimacy of benefits received from the brand.The integration of CSF in customer segmentation appears to be as an efficient tool to improve the acceptance and in turn the effectiveness of relationship marketing efforts.

Suggested Citation

  • De Kerviler, Gwarlann, 2013. "La fidélité prototypique : une approche de la fidélité perçue par l'auto-catégorisation," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/13650 edited by Volle, Pierre, June.
  • Handle: RePEc:dau:thesis:123456789/13650
    Note: dissertation

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    More about this item


    Fidélité; Prototype; Auto-catégorisation; Justice; Légitimité; Marketing relationnel; Loyalty; Prototype; Self-categorization; Justice; Legitimacy; Relationship marketing;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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