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Relational approach of in-store actions: Perceived benefits of tastings, games and lotteries
[Approche relationnelle des actions au point de vente : les bénéfices perçus des dégustations, jeux et loteries en rayon]

Author

Listed:
  • Sarah Mussol

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Philippe Aurier

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Gilles Séré de Lanauze

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

Abstract

Dans les hypermarchés, la tendance au retailtainment s'accompagne d'un nombre croissant d'actions mises en place par les marques qui peuvent être qualifiées de relationnelles. On peut se demander si celles-ci sont perçues comme telles par le consommateur en quête de lien. Sur la base d'une étude expérimentale manipulant le format d'action, cette recherche s'intéresse aux bénéfices perçus des actions au point de vente et à leur impact sur l'orientation relationnelle perçue de la marque. Les résultats montrent que les individus exposés aux dégustations, aux jeux et aux loteries perçoivent des bénéfices relationnels plus forts que ceux exposés aux réductions de prix. Ces actions influencent la perception d'un effort de la marque par le consommateur.

Suggested Citation

  • Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2015. "Relational approach of in-store actions: Perceived benefits of tastings, games and lotteries [Approche relationnelle des actions au point de vente : les bénéfices perçus des dégustations, jeux et l," Post-Print hal-01625971, HAL.
    • Handle: RePEc:hal:journl:hal-01625971
    Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-01625971
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