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Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque

Author

Listed:
  • P. Gurviez

    (ENSIA Massy)

  • M. Korchia

Abstract

Cet article propose une définition de la confiance dans la marque selon trois dimensions (crédibilité, intégrité et bienveillance), qui s'appuie sur les recherches menées en psychologie sociale et en marketing. Une échelle de 8 items est ensuite testée sur deux échantillons de consommateurs (300 et 937 personnes). Les indicateurs classiques de validation attestent la qualité de l'échelle. Une relation positive forte est obtenue entre confiance dans la marque et engagement du consommateur.

Suggested Citation

  • P. Gurviez & M. Korchia, 2002. "Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque," Post-Print hal-02020609, HAL.
    • Handle: RePEc:hal:journl:hal-02020609
    DOI: 10.1177/076737010201700304
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    Citations

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    Cited by:

    1. Sahli Afef, 2024. "State of the Art: Authenticity and Influencer Marketing," International Review of Management and Marketing, Econjournals, vol. 14(1), pages 39-47, January.
    2. Jean-Louis Pernin & Didier Tagbata & Andréas Eriksson, 2017. "From attitude to fair product purchasing behaviour: what are the contributions of peripheral attitudes and behaviours? [De l’attitude au comportement d’achat de produits équitables : quels apports ," Post-Print hal-03540156, HAL.
    3. Marie Beck & Oliviane Brodin & Jean-François Mallet, 2016. "When the crowd finances: the role of the project, of the project's bearer and the platform in the willingness to participate," Post-Print hal-03350108, HAL.
    4. Tarek Abid & Marie‐Aude Abid‐Dupont & Jean‐Louis Moulins, 2020. "What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 925-936, March.
    5. Grégory Bressolles & A. Vignolles & Catherine Viot, 2015. "La présence sociale : quels effets sur la personnalité, la réputation et la confiance envers le site web ?," Post-Print hal-01991235, HAL.
    6. Christophe Bezes, 2013. "L'image du magasin : définition, effets, mesure et perspectives de recherche," Post-Print hal-02086704, HAL.
    7. Jean-François Toti & Oliviane Brodin, 2017. "Le détournement publicitaire sur les réseaux sociaux en lien avec une cause éthique et ses conséquences sur la confiance envers la marque," Post-Print hal-03350232, HAL.
    8. Catherine Viot & Laïla Benraiss-Noailles, 2019. "The Link Between Benevolence and Well-Being in the Context of Human-Resource Marketing," Journal of Business Ethics, Springer, vol. 159(3), pages 883-896, October.
    9. Bahri-Ammari, Nedra & Coulibaly, Daouda & Ben Mimoun, Mohamed Slim, 2020. "The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self concept," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    10. Maria Mercanti-Guérin, 2016. "Numérique et défiance chez le consommateur : proposition d'un agenda de recherche," Post-Print hal-02055183, HAL.
    11. Swaen, Valérie & Demoulin, Nathalie & Pauwels-Delassus, Véronique, 2021. "Impact of customers’ perceptions regarding corporate social responsibility and irresponsibility in the grocery retailing industry: The role of corporate reputation," Journal of Business Research, Elsevier, vol. 131(C), pages 709-721.
    12. Saikat Banerjee, 2021. "On the relationship between online brand community and brand preference in political market," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 27-55, March.
    13. Pere Mercadé Melé & Jesús Molina Gómez & Maria José Sousa, 2020. "Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns," Sustainability, MDPI, vol. 12(3), pages 1-11, January.
    14. Magali Muraro & Karine Cissé -Depardon, 2015. "Proposition d'une échelle de mesure de l'état de désorientation du consommateur dans le domaine de la santé alimentaire," Post-Print hal-02587231, HAL.
    15. Cheah, Jun-Hwa & Waller, David & Thaichon, Park & Ting, Hiram & Lim, Xin-Jean, 2020. "Price image and the sugrophobia effect on luxury retail purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    16. Maria Mercanti-Guérin, 2008. "L'image, fruit de la taxonomie des sites Internet ?," Post-Print hal-02056950, HAL.
    17. Géraldine Michel & Jean-François Vergne, 2004. "La Construction Du Capital-Marque Des E-Marques," Post-Print hal-02050186, HAL.

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