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Intention de fidélité à la marque des participants à une communauté virtuelle de marque : le rôle dual de l'engagement

  • Marie-Laure Gavard-Perret

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

  • K. Raies

    (CERAG - Centre d'études et de recherches appliquées à la gestion - Grenoble 2 UPMF - Université Pierre Mendès France - CNRS, Ecole Supérieure de Commerce de Saint-Etienne - ESC Saint Etienne)

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    Dans un contexte de développement de l'utilisation des médias sociaux, il convient de mieux comprendre l'effet de la participation des consommateurs aux communautés organisées autour de marques sur la relation de ces derniers avec les marques concernées. Ainsi, cette recherche examine, à travers une étude quantitative auprès de 1065 membres d'une communauté virtuelle autour de la marque Nikon, l'effet de l'intensité de leur participation à la communauté sur leurs intentions de fidélité envers la marque Nikon ainsi que l'effet médiateur de leur engagement envers la communauté dans cette relation. De plus, la relation de type bidirectionnel qu'entretiennent l'engagement envers la communauté et l'engagement envers la marque est examinée et confirmée. Enfin, le rôle modérateur de l'ancienneté est souligné.

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    Paper provided by HAL in its series Post-Print with number halshs-00640092.

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    Date of creation: 2011
    Date of revision:
    Publication status: Published in Cahiers de recherche du CERAG 2011-01 E3. 2011, 32 p
    Handle: RePEc:hal:journl:halshs-00640092
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