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L'attachement à la marque : Proposition d'une échelle de mesure

Author

Listed:
  • Jérôme Lacoeuilhe

    (UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Cet article retrace la procédure de création et de validation d'une échelle de mesure de l'attachement à la marque. Le rôle de cette variable dans l'étude et la compréhension du comportement de fidélité à la marque est tout d'abord étudié. Le contenu du construit d'attachement à la marque est en second lieu précisé, les caractéristiques psychométriques de l'échelle (unidimensio-nalité, validité prédictive) sont ensuite présentées et discutées.

Suggested Citation

  • Jérôme Lacoeuilhe, 2000. "L'attachement à la marque : Proposition d'une échelle de mesure," Post-Print hal-02018611, HAL.
    • Handle: RePEc:hal:journl:hal-02018611
    DOI: 10.1177/076737010001500404
    as

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    Cited by:

    1. Florence de Ferran & Elisabeth Robinot, 2013. "What makes people not throw goods away when they want to get rid of them? An application to books, clothes and mobile phones," Post-Print hal-02539013, HAL.

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