Articles

A Situation Approach to Brand Loyalty

B. DUBOIS, G. Laurent

Advances in Consumer Research

1999, vol. 26, pp.657-663

Départements : Marketing


A Situation Approach to Brand Loyalty

G. LAURENT, B. DUBOIS

Advances in Consumer Research

1999, vol. 26

Départements : Marketing


Brand loyalty, although an old idea central to marketing practice, remains a poorly understood and measured construct. Given the renewed interest in brand and branding issues, pleas for fresh perspectives that could rejuvenate brand loyalty research have proliferated. The objective of this paper is to advocate and illustrate the adoption of a situational approach in the analysis of brand loyalty patterns. A situational scale is developed in the context of fast moving consumer goods; its scalability is established, its convergent validity is assessed and its diagnostic power is illustrated.

De la confrontation à la coopération

A. TORDJMAN

Revue Française de Gestion

juin-juillet-août 1999, n°124, pp.112-114

Départements : Marketing


Echanger. Echanges économiques et changements sur la toile

L. MARUANI

Cultures en Mouvement

mars 1999, n°15, pp.39-42

Départements : Marketing


Economie et marketing : quelles proximités ?

L. MARUANI, E. Le Nagard-Assayag, P. Benghozi

Revue Française de Gestion

septembre-octobre 1999, n°125, pp.91-98

Départements : Marketing


Faut-il refonder le marketing ?

L. MARUANI, A. Boyer

Revue Française de Gestion

septembre-octobre 1999, n°125, pp.63-134

Départements : Marketing


numéro spécial

Internal Validity of Conjoint Analysis Under Alternative Measurement Procedures

R. Darmon, D. ROUZIES

Journal of Business Research

1999, n°46, pp.67-81

Départements : Marketing, GREGHEC (CNRS)


This simulation study investigates how conjoint analysis recovers various types of respondents' utility functions for specific attributes when the dependent variable is measured with rank order and n-point rating scales. The results show that: (1) the selected scaling procedure significantly affects various aspects of the utility Junction recoveries; and (2) the scaling procedure differentially affects the internal validity of conjoint analysis depending upon the chosen conjoint design and some basic characteristics of the underlying "true" utility functions. Implications for marketing researchers are discussed.

Know the Name, Forget the Exposure: Brand Familiarity Versus Memory of Exposure Context

S. Holden, M. VANHUELE

Psychology and Marketing

septembre 1999, vol. 16, n°6, pp.479-496

Départements : Marketing, GREGHEC (CNRS)


This research shows that a single auditory exposure to fictitious brand names may create the impression, one day later, that these brand names actually exist. It appears that the judgment that the brands are known is based on brand familiarity coupled with a failure to remember the exposure context. This demonstration, inspired by the false fame effect, is interpreted as the product of an implicit memory process. The result implies that measurement of explicit memory of an ad or other marketing communication may misrepresent (in this case, understate) the influence of that communication. However, the effect was obtained only when attention to the fictitious brand names was deliberate (as opposed to incidental). This suggests that there are lower attentional limits to the influence of one exposure to a brand name on creating familiarity without memory of the exposure context.

Les distributeurs, les industriels et l'euro

A. TORDJMAN

Revue Française de Gestion

juin-juillet-août 1999, n°124, pp.128-132

Départements : Marketing


Novel Experimental Methods: Opportunities and ChaIlenges

C. Puto, C. A. RUSSELL

Advances in Consumer Research

1999, vol. 26, pp.599-600

Départements : Marketing



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