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Les liens attachants : Mesurer la force de l'attachement émotionnel des consommateurs à la marque

Author

Listed:
  • Matthew Thomson

    (Queen's University [Kingston, Canada])

  • Deborah J. Macinnis

    (USC - University of Southern California)

  • C. Whan Park

    (USC - University of Southern California)

Abstract

Les recherches existantes suggèrent que les consommateurs peuvent être très fortement attachés émotionnellement à des objets de consommation, y compris à des marques. Cependant, aucune échelle pour l'instant ne mesure la force de l'attachement émotionnel des consommateurs vis-à-vis des marques. Nous développons une telle échelle dans les études 1 et 2. L'étude 3 concerne la validité interne de l'échelle et sa structure dimensionnelle. L'étude 4 concerne la validité convergente en prenant en compte quatre indicateurs comportementaux de l'attachement. L'étude 5 montre la validité discriminante de l'échelle, mettant en lumière que l'échelle se différencie des mesures de satisfaction, d'implication et d'attitude envers la marque. Cette dernière étude examine également la validité prédictive de l'échelle, montrant qu'elle est positivement associée aux indicateurs de l'engagement et de l'investissement. Les limites de l'échelle et les conditions nécessaires à son application sont également discutées.

Suggested Citation

  • Matthew Thomson & Deborah J. Macinnis & C. Whan Park, 2005. "Les liens attachants : Mesurer la force de l'attachement émotionnel des consommateurs à la marque," Post-Print hal-02023559, HAL.
    • Handle: RePEc:hal:journl:hal-02023559
    DOI: 10.1177/076737010502000105
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    Citations

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    Cited by:

    1. Cyrielle Vellera & Elodie Jouny-Rivier & Aurélie Hemonnet-Goujot, 2023. "Crowdsourcing innovation challenges: How participants react when their ideas are rejected," Post-Print hal-03841105, HAL.
    2. Sophie Rieunier & Géraldine Michel, 2013. "Le marketing de la collecte de legs: de la légitimité à proposer l'immortalité à la gestion relationnelle," Post-Print hal-02050138, HAL.
    3. Ghislaine Pellat & Fanny Poujol & B. Siadou-Martin, 2010. "L'orientation client du vendeur du point de vue du consommateur : les apports de la théorie de l'attachement," Post-Print halshs-00511849, HAL.

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