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Formation de la confiance initiale envers une marque inconnue

Author

Listed:
  • Patricia Gurviez

    (GENIAL - Ingénierie, Procédés, Aliments - INRA - Institut National de la Recherche Agronomique - AgroParisTech)

  • Sandrine Ebendé-Kouédi

    (Université de Douala)

Abstract

Cette recherche étudie les facteurs qui contribuent à la formation de la confiance initiale du consommateur envers une marque inconnue. Les résultats issus d'une expérimentation révèlent que la confiance initiale envers une marque inconnue se forme à partir de la perception positive des signaux émis par la marque (prix, pays d'origine, point de vente et publicité) et les tiers (bouche-à-oreille). L'analyse de ces résultats permet de formuler des recommandations managériales pour la construction de la confiance initiale envers une marque inconnue.

Suggested Citation

  • Patricia Gurviez & Sandrine Ebendé-Kouédi, 2017. "Formation de la confiance initiale envers une marque inconnue," Post-Print hal-01637731, HAL.
    • Handle: RePEc:hal:journl:hal-01637731
    as

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    Cited by:

    1. Sandrine Sara EBENDE KOUEDI & Richard NKENE NDEME, 2021. "The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 49-57, August.

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