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L'influence de la marque, de la juxtaposition et de la coordination sur l'évaluation et l'intention d'achat : une approche expérimentale en magasin

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  • L. Lessassy

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • A. Jolibert

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

There is a paucity of research on the positioning of retailers brand on store shelf. This paper focuses on the interaction effect between national or private brand with juxtaposed and separated displays on evaluation and purchase intention. We test these effects on consumer behaviour toward clothing items inside an actual store

Suggested Citation

  • L. Lessassy & A. Jolibert, 2010. "L'influence de la marque, de la juxtaposition et de la coordination sur l'évaluation et l'intention d'achat : une approche expérimentale en magasin," Post-Print halshs-00534776, HAL.
    • Handle: RePEc:hal:journl:halshs-00534776
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00534776
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    References listed on IDEAS

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    1. Hsee, Christopher K & Leclerc, France, 1998. "Will Products Look More Attractive When Presented Separately or Together?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 175-186, September.
    2. Alexander Chernev, 2006. "Decision Focus and Consumer Choice among Assortments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 50-59, June.
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    More about this item

    Keywords

    coordination; marque; juxtaposition; intention d'achat; product coordination; brand; evaluation; purchase intention;
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