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Les analyses de réseau du comportement de changement de marque

Author

Listed:
  • Dawn Iacobucci

    (Kellogg [Northwestern] - Kellogg School of Management [Northwestern University, Evanston] - Northwestern University [Evanston])

  • Jennifer Chang

    (Kellogg [Northwestern] - Kellogg School of Management [Northwestern University, Evanston] - Northwestern University [Evanston])

  • Geraldine Henderson

    (Duke University [Durham])

  • Alberto Marcati

    (UNIBO - Alma Mater Studiorum Università di Bologna = University of Bologna)

Abstract

Parce que le marketing est en grande partie relationnel, les méthodes de réseaux s'avèrent être des outils importants et appropriés pour étudier des structures d'interconnexions. Dans cet article, nous modélisons des données qui représentent des changements de marque par des consommateurs sur les marchés automobiles français et britannique. Nous décrivons des méthodes de réseaux, des plus simples aux plus sophistiquées. Nous pensons qu'il est novateur de considérer des structures de changement de marque comme des réseaux, d'examiner des résultats obtenus par l'utilisation des méthodologies et philosophies des analyses de réseaux, et de déterminer le pouvoir explicatif que les méthodes de réseaux peuvent avoir dans la compréhension des comportements de transition d'achat. Nos méthodes modélisent des réseaux multiples qui permettent l'étude simultanée de phénomènes tels que des marchés dynamiques et une structure de marché concurrentielle inter-culturelle.

Suggested Citation

  • Dawn Iacobucci & Jennifer Chang & Geraldine Henderson & Alberto Marcati, 1997. "Les analyses de réseau du comportement de changement de marque," Post-Print hal-02016852, HAL.
    • Handle: RePEc:hal:journl:hal-02016852
    DOI: 10.1177/076737019701200205
    as

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