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La personnalité de l'enseigne : un outil de marketing relationnel

Author

Listed:
  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

This research proposes an integrated model of the relational consequences of retailer personality. Seven personality traits (out of nine) of the retailer considered, Fnac, have a direct impact, positive or negative, on at least one of the studied relational consequences: trust, attachment, affective commitment and continuance commitment. Moreover, they have an indirect impact on affective commitment and continuance commitment through trust and attachment. This research thus highlights the managerial implication of the concept of retailer personality. This concept could help retailers to manage their retail-brand and to create, maintain and strengthen the relationship with their customers.

Suggested Citation

  • Cindy Lombart & Didier Louis, 2012. "La personnalité de l'enseigne : un outil de marketing relationnel," Post-Print hal-00956957, HAL.
    • Handle: RePEc:hal:journl:hal-00956957
    DOI: 10.3917/mav.051.0015
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    Cited by:

    1. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    2. Bruno Durand & Magali Jara, 2017. "Comment expliquer le succès du drive ? La logistique et le marketing comme premiers éléments de réponse," Working Papers hal-01460086, HAL.
    3. Lombart, Cindy & Louis, Didier, 2016. "Sources of retailer personality: Private brand perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 117-125.

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