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L’âge subjectif par-delà les frontières : Une étude cross-culturelle dans le secteur de la mode vestimentaire

Author

Listed:
  • Denis Guiot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Benny Barak

    (Frank G. Zarb School of Business-Université d’Hofstra)

  • Keun Lee

    (Frank G. Zarb School of Business-Université d’Hofstra)

  • Yong Zhang

    (Frank G. Zarb School of Business-Université d’Hofstra)

  • Stephen Gould

    (Zicklin School of Business, Baruch College)

Abstract

Cet article compare le degré de pertinence de l'âge subjectif pour segmenter le marché de la mode vestimentaire dans quatre pays : la Chine, la Corée du Sud, la France et les États-Unis. Après avoir validé une nouvelle échelle de mesure invariante entre les différentes cultures, les effets de l'âge subjectif sont mis en évidence sur l'innovativité et la fréquentation des médias. Les résultats obtenus permettent d'envisager la mise en œuvre d'une stratégie de standardisation relative fondée sur l'âge subjectif dans le secteur de l'habillement.

Suggested Citation

  • Denis Guiot & Benny Barak & Keun Lee & Yong Zhang & Stephen Gould, 2006. "L’âge subjectif par-delà les frontières : Une étude cross-culturelle dans le secteur de la mode vestimentaire," Post-Print halshs-02914895, HAL.
    • Handle: RePEc:hal:journl:halshs-02914895
    DOI: 10.7193/DM.043.044.55.65
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    Cited by:

    1. Gianluigi Guido & Marta Maria Ugolini & Andrea Sestino, 2022. "Active ageing of elderly consumers: insights and opportunities for future business strategies," SN Business & Economics, Springer, vol. 2(1), pages 1-24, January.

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