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Adolescents: implication envers les produits et attitude envers les marques

Author

Listed:
  • Christian Derbaix

    (FUCAM - Facultés Universitaires Catholiques de Mons, Louvain School of Management - UCL - Université Catholique de Louvain = Catholic University of Louvain)

  • Émerence Leheut

    (FUCAM - Facultés Universitaires Catholiques de Mons, Louvain School of Management - UCL - Université Catholique de Louvain = Catholic University of Louvain)

Abstract

L'adolescent est le parent pauvre de la littérature scientifique en marketing. En conséquence, les auteurs détaillent dans un premier temps les spécificités et l'importance de ces consommateurs mettant en exergue l'absence de consensus sur certaines de leurs caractéristiques. Ils se focalisent ensuite sur deux construits dont ils justifient le choix: l'attitude envers la marque et l'implication durable dans des catégories de produits / services. Ils présentent enfin la mise au point de deux échelles de mesure relatives à ces deux construits spécialement adaptées aux adolescents. Le questionnement de 1 397 adolescents au travers de sept collectes de données pour l'attitude envers la marque et de cinq collectes de données pour la construction d'une échelle d'implication durable a livré des données dont les analyses mettent en lumière deux échelles valides et fiables. Celles-ci pourront être utilisées pour progresser dans la compréhension du comportement de l'adolescent-consommateur et livrent déjà de claires implications managériales.

Suggested Citation

  • Christian Derbaix & Émerence Leheut, 2008. "Adolescents: implication envers les produits et attitude envers les marques," Post-Print hal-02054953, HAL.
    • Handle: RePEc:hal:journl:hal-02054953
    DOI: 10.1177/076737010802300203
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    Cited by:

    1. Boris Chapoton & Véronique Régnier Denois & Mabrouk Nekaa & Franck Chauvin & Valentin Flaudias, 2020. "Social Networking Sites and Perceived Content Influence: An Exploratory Analysis from Focus Groups with French Adolescents," IJERPH, MDPI, vol. 17(19), pages 1-27, September.
    2. Nathalie Veg-Sala, 2022. "L’ambivalence des adolescents à l’égard de la consommation de produits de luxe," Post-Print hal-04154739, HAL.
    3. Pascale Ezan & C. Rouen-Mallet & Stéphane Mallet, 2014. "Les Blogs Adolescents : Quels Usages Pour Les Marques ?," Post-Print hal-02420668, HAL.

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