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Influence de la conception de soi sur les représentations mentales des marques: une analyse comparative entre la France et le Maroc

Author

Listed:
  • Jouba Hmaida

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper examines whether consumers varying in their self-construal differ in their mental representations of brands. Drawing on previous research, we tested the hypothesis that when prompted by a brand name, interdependents will retrieve more exemplars of the brand than independents, and that independents will retrieve more global beliefs about the brand than interdependants. The results of an empirical study conducted in France (an individualist culture) and Morocco (a collectivist culture) support the existence of these differences

Suggested Citation

  • Jouba Hmaida, 2012. "Influence de la conception de soi sur les représentations mentales des marques: une analyse comparative entre la France et le Maroc," Post-Print halshs-00742420, HAL.
    • Handle: RePEc:hal:journl:halshs-00742420
    as

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