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Les motivations cachées des consommateurs de marques d'enseigne : et si on parlait d'autre chose que du rapport qualité-prix ?

Author

Listed:
  • Laure Ambroise

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Jean-Marie Brignier

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Clarinda Mathews

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

The aim of this paper is to explain the development of a long-lasting trust relationship between customers and store brands. In order to highlight the foundations of this relationship, the dimensions of perceived brand value toward store brands on 2 food product categories are analysed, compared to manufacturer brands. The results underline that store brands can compete against manufacturer brands even on other dimensions than value for money. Typically, the findings reveal specific brand profiles on the experiential and symbolic dimensions of perceived brand value and indicate how retailer brands' management and loyalty programmes can be optimised.

Suggested Citation

  • Laure Ambroise & Jean-Marie Brignier & Clarinda Mathews, 2010. "Les motivations cachées des consommateurs de marques d'enseigne : et si on parlait d'autre chose que du rapport qualité-prix ?," Post-Print halshs-00649521, HAL.
    • Handle: RePEc:hal:journl:halshs-00649521
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00649521
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    References listed on IDEAS

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    1. Pierre Volle, 2006. "Gestion de la relation client," Post-Print halshs-00164828, HAL.
    2. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
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    4. Anne-Sophie Binninger, 2007. "Les fondements psychologiques et relationnels des marques de distributeurs dans la distribution alimentaire," Post-Print halshs-02914877, HAL.
    5. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    6. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    7. repec:dau:papers:123456789/244 is not listed on IDEAS
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    Citations

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    Cited by:

    1. Lacœuilhe, Jérôme & Louis, Didier & Lombart, Cindy, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 43-53.
    2. Clarinda Mathews & Jean-Marie Brignier & Laure Ambroise, 2012. "Le duel Marques de Distributeur / Marques de Fabricant face à la contingence de la situation de consommation," Working Papers halshs-00865996, HAL.
    3. Samy Belaïd & Philippe Breton & Jérôme Lacoeuilhe, 2016. "Rethinking offers MDD : the fresh perspective of developers and store managers combined [Repenser l'offre des MDD : le regard croisé des développeurs et des managers de rayon]," Post-Print hal-01413628, HAL.
    4. Jérôme Lacoeuilhe & Didier Louis & Cindy Lombart, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Post-Print hal-01672920, HAL.
    5. Samy Belaïd & Jérôme Lacoeuilhe, 2015. "Mesure de l’attitude à l’égard de la MDD : nouvelles perspectives," Post-Print hal-01178082, HAL.
    6. Jérôme Lacoeuilhe & Samy Belaïd, 2015. "Les déterminants de l'attitude à l'égard de la MDD," Post-Print hal-01123962, HAL.
    7. Jérôme Lacoeuilhe & Samy Belaïd & Basma Taïeb, 2015. "Relations aux MDD, que nous disent les consommateurs ?," Post-Print hal-01218300, HAL.
    8. Samy Belaïd & Jérôme Lacoeuilhe, 2018. "Purchase motivations and levers to revitalize the core market store brands [Les motivations d’achat et leviers pour redynamiser l’offre des marques de distributeurs cœur de gamme]," Post-Print hal-01841502, HAL.

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