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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 - CNRS : UMR5820 - Université Pierre Mendès-France - Grenoble II)

  • K. Raies

    (CERAG - Centre d'études et de recherches appliquées à la gestion - CNRS : UMR5820 - Université Pierre Mendès-France - Grenoble II, 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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    Date of creation: 2011
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    Handle: RePEc:hal:journl:halshs-00640092
    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00640092/en/
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