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L'imitation en publicité : Conception et test d'une échelle de mesure

Author

Listed:
  • Joël Jallais

    (AUF - Agence Universitaire de la Francophonie)

  • Douniazed Filali Boissy

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

L'objectif principal de cette etude est le developpement et le test d'une echelle de mesure de l'imitation dans un contexte de persuasion publicitaire. Une premiere etude nous a permis d'identifier deux dimensions suivant l'importance accordee au produit (Im Produit) et l'importance accordee a la publicite (Im Pub). Une evaluation de la structure factorielle de l'echelle reduite a ete effectuee sur deux echantillons (exploratoire et confirmatoire) et a confirme la premiere composition de l'echelle. Les analyses additionnelles menees sur l'echelle de mesure finale ont mis en evidence des qualites psychometriques acceptables.

Suggested Citation

  • Joël Jallais & Douniazed Filali Boissy, 2013. "L'imitation en publicité : Conception et test d'une échelle de mesure," Post-Print hal-01514495, HAL.
    • Handle: RePEc:hal:journl:hal-01514495
    as

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