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Une taxonomie de l’inconfort ressenti par les collaborateurs lorsque le vécu de travail contredit l’imaginaire de marque

Author

Listed:
  • Sylvain Delmas

    (IPAG Business School)

  • Fabienne Berger-Remy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Les recherches sur la marque employeur en ressources humaines et sur l' internal branding en marketing abordent la relation marque-collaborateur essentiellement sous l'angle positif. De plus, peu de recherches explorent les réactions des collaborateurs confrontés à la fois aux messages de la marque corporate ou employeur et des marques produit. En s'appuyant sur la dissonance informationnelle, ce travail explore les situations dans lesquelles les collaborateurs ressentent de l'inconfort lorsque leur vécu au travail contredit l'imaginaire de marque, et envisage les situations multimarques. Grâce au recueil de soixante-trois récits étudiés au travers d'une analyse thématique puis d'une analyse fsQCA, nous identifions sept situations d'inconfort regroupées en trois catégories, ainsi que cinq combinaisons de caractéristiques expliquant l'apparition de ces situations.

Suggested Citation

  • Sylvain Delmas & Fabienne Berger-Remy, 2022. "Une taxonomie de l’inconfort ressenti par les collaborateurs lorsque le vécu de travail contredit l’imaginaire de marque," Post-Print hal-05782708, HAL.
    • Handle: RePEc:hal:journl:hal-05782708
    DOI: 10.3917/mav.131.0107
    as

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