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Intention de fidélité à la marque des participants à une communauté virtuelle de marque : le rôle dual de l'engagement

Author

Listed:
  • Karine Raïes

    (EM - EMLyon Business School)

  • Marie-Laure Gavard-Perret

Abstract

Dans un contexte de développement de l'utilisation des médias sociaux, il convient de mieux comprendre l'effet de la participation des consommateurs aux communautés organisées autour de marques sur la relation de ces derniers avec les marques concernées. Ainsi, cette recherche examine, à travers une étude quantitative auprès de 1 065 membres d'une communauté virtuelle autour de la marque Nikon, l'effet de l'intensité de leur participation à la communauté sur leurs intentions de fidélité envers la marque Nikon ainsi que l'effet médiateur de leur engagement envers la communauté dans cette relation. De plus, la relation de type bidirectionnel qu'entretiennent l'engagement envers la communauté et l'engagement envers la marque est examinée et confirmée. Enfin, le rôle modérateur de l'ancienneté est souligné.

Suggested Citation

  • Karine Raïes & Marie-Laure Gavard-Perret, 2011. "Intention de fidélité à la marque des participants à une communauté virtuelle de marque : le rôle dual de l'engagement," Post-Print hal-02312238, HAL.
    • Handle: RePEc:hal:journl:hal-02312238
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    Cited by:

    1. Aurélie Merle & Catherine Hérault-Fournier, 2013. "Should local food be sold by the producer? The influence of his presence on perceived product value and intentions toward the store [Faut-il faire vendre un produit local par le producteur ? L’infl," Grenoble Ecole de Management (Post-Print) hal-02748629, HAL.
    2. André Le Roux & Thomas Stenger & Marinette Thébault, 2016. "Typologie Et Cartographie Des Medias Sociaux Sous L'Angle Des Usages Et Des Comportements De Consommateur," Post-Print halshs-02530203, HAL.
    3. Aurélie Merle & Catherine Hérault-Fournier, 2013. "Should local food be sold by the producer? The influence of his presence on perceived product value and intentions toward the store [Faut-il faire vendre un produit local par le producteur ? L’infl," Post-Print hal-02748629, HAL.

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