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La similarité en marketing : périmètre, mesure et champs d'application

Author

Listed:
  • Christophe Bèzes

    (ISTEC - Institut supérieur des Sciences, Techniques et Economie Commerciales - ISTEC)

  • M. Mercanti-Guerin

    (DICEN-IDF - Dispositifs d'Information et de Communication à l'Ère du Numérique - Paris Île-de-France - UPN - Université Paris Nanterre - CNAM - Conservatoire National des Arts et Métiers [CNAM] - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université - UPEM - Université Paris-Est Marne-la-Vallée)

Abstract

Le concept de similarité est central dans la recherche en marketing. Ses domaines d'applications sont très variés. Pourtant, ce concept plus complexe qu'il ne paraît, reste encore méconnu. Il doit être distingué d'autres concepts très proches comme la similitude, la différence, le fit et la congruence. Cet article montre que le type de similarité utilisé (littérale ou relationnelle) a des conséquences différentes sur les processus cognitifs des consommateurs. Ceci peut modifier radicalement les résultats d'une expérimentation. Il en va de même du type de mesure utilisée.

Suggested Citation

  • Christophe Bèzes & M. Mercanti-Guerin, 2017. "La similarité en marketing : périmètre, mesure et champs d'application," Post-Print hal-02008205, HAL.
    • Handle: RePEc:hal:journl:hal-02008205
    DOI: 10.1177/0767370116653551
    Note: View the original document on HAL open archive server: https://hal.science/hal-02008205
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    References listed on IDEAS

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    Cited by:

    1. Maria Mercanti-Guerin & Christel de Lassus & Christophe Bezes, 2021. "Quand L'Experientiel En Luxe Se Construit Sur Instagram : Synergie Ou Bataille Entre Marques Et Directeurs Artistiques ?," Post-Print hal-04072273, HAL.
    2. Maria Mercanti-Guérin & Christel de Lassus & Christophe Bezes, 2021. "Quand l'expérientiel en luxe se construit sur Instagram : Synergie ou bataille entre marques et directeurs artistiques ?," Post-Print hal-03264508, HAL.

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