Influence de l’Image de Marque et de la Valence de l“Expérience sur la Fidélité à la Marque
Keywords:
Fidélité à la marque, image de marque, valence de l’expérience
Abstract
Les études actuelles mettent de plus en plus en avant l’importance de la fidélité des clients dans la réussite d’une entreprise. Afin d’approfondir notre compréhension du processus de fidélisation et des facteurs qui l’alimentent, cette étude, principalement expérimentale, a été menée auprès 240 participants régulièrement inscrits à l’Université Félix Houphouët Boigny. Les données recueillies à l’aide du questionnaire et analysées via le logiciel SPSS révèlent un lien étroit entre la fidélité à la marque et les variables telles que l’image de marque et la valence de l’expérience du consommateur. Cependant, cette relation n’est pas systématique. Plus précisément, malgré une expérience positive, il arrive que certains participants changent de marque au détriment de la marque perçue positivement. La fidélité s’avère plus marquée envers les marques ayant une image favorable. Ces résultats ont des implications directes pour des professionnels du marketing qui cherchent à comprendre les manifestations de la fidélité pour différents types de marques.
Current studies are increasingly highlighting the importance of customer loyalty to a company's success. In order to deepen our understanding of the loyalty process and the factors that drive it, this mainly experimental study was conducted with 240 participants regularly enrolled at the Université Félix Houphouët Boigny. The data collected using the questionnaire and analysed using SPSS software revealed a close link between brand loyalty and variables such as brand image and the valence of the consumer experience. However, this relationship is not systematic. More specifically, despite a positive experience, some participants may switch to a brand that is perceived as positive. Loyalty is more marked towards brands with a favourable image. These results have direct implications for marketing professionals seeking to understand the manifestations of loyalty for different types of brands.
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References
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23. Marie-Pierre O. (2004), L’impact de l’image de marque sur la fidélité à la marque du consommateur dans le contexte des PME québécoises manufacturières de vêtement de sport et plein air. Thèse de Doctorat, Université du Québec à Trois-Rivières, 197p.
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32. Olivier R. L. (1997). Satisfaction : A behavior perspective on the consumer. New York, NY, McGraw-Hill.
33. Bearden W. O. & Brady D. L. (1979). Satisfaction/Dissatisfaction with food shopping among elderly consumers. Journal of Consumer Affairs, 2, 359-369.
34. Kassarjian H. H. (1982). Consumer psychology. Annual Review of Psychology, 1, 619-649.
35. Dubois P. L. & Quaghebeur A. (1997), les consommateurs font-ils ce qu’ils disent ? Act du 13ème congrès du Congrès International de l’Association Française du Marketing, Toulouse, 892-919.
36. Dufer J. (1979), La satisfaction des consommateurs Essai de conceptualisation et d’expérimentation. Monographie des cahiers de la recherche économique et commercial, juillet.
37. Belk W. R. (1988). Possessions and the extended self. Journal of Consumer Research, 2, 139-168.
38. Bass F. (1974). The theory of stochastic preference and brand swithing. Journal of Marketing Research, 1, 1-20.
39. Kotler P. & Caslione A. J. (2009). How marketers can respond to recession and turbulence. Journal of Customer Behavior, 2, 1987-1991.
40. Yasin M. N., Noor N. M. & Mohamad O. (2007). Does image of country-of-origin matter to brand equity ? Journal of Product & Management, 1, 38-48.
41. Dufer J. & Moulins J-L. (1989). La relation entre la satisfaction du consommateur et sa fidélité à la marque : un examen critique. Recherche et Applications en Marketing, 2, 21-36.
42. Chang H. H., Wang Y. H. & Yang W.-Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing moderating effect of perceived value. Total Quality Management, 20, 423-443.
43. Mascarenhas A. O., Kesavan R., & Bernacchi M. (2006). Lasting customer loyalty : a total customer experience approach. Journal of Customer Marketing, 7, 397-405.
44. Murry P. J., Jr., Dacin A. P. (1996). Cognitive moderators of negative-emotion effects : implication for anderstanding media context. Jornal of Consumer Research, 4, 439-447.
45. Seth, J. N. (1968). A factor analytical model of brand loyalty. Journal of Marketing Research, 4, 395-404.
46. Naggar E. A. A. R. & Bendary N. (2007). The impact of experience and brand trust on brand loyalty, while considering the mediating effect of brand equity dimensions, an empirical study on mobile operator subscribers in Egypt. The Business an Management Review, 2, 16-25.
47. Taylor, S., & Hunter, G. (2003). An exploratory investigation into the antecedents of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry. The Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 20-35.
48. Anderson, E. W., Fornell, C., & Roland, T. R. (1997). Customer satisfaction, productivity, and profitability : Differences between goods and services. Marketing Science,16, 129-145.
49. Palmatier, R. W., Scheer, L. K., & Steenkamp, E. M. (2007). Customer loyalty to whom ? Managing the benefits and risks of salesperson-owned loyalty. Journal of Marketing Research, 44, 185-199.
50. Sheth, J. N., & Venkatesan, M. (1968). Risk-reduction processes in repetitive consumer behavior. Journal of Marketing Research, 5, 307-310.
51. Jeonghoon, L., & Hansuk, L. (2013). Does satisfaction affect brand loyalty. Academy of Marketing Studies Journal, 17, 133-147.
52. Aurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenace and development. Journal of the Academy of Marketing Science, 38, 303-325.
53. Ladwein, R. (2003). Les méthodes de l’appropriation de l’expérience de consommation. Société, Consommation et Consommateurs, 83-95.
54. Aaker J., Fournier S. & Brasel A. S. (2004). When good brands do bad. Journal of Consumer Research, 1, 1-16.
2. Achour L. (2006). La relation entre la satisfaction et la fidélité à la marque : Une étude empirique auprès des consommateurs tunisien de yaourts. Revue Des Sciences de Gestion. 222, 66-68.
3. Olivier L. (1999). Whence Consumer loyalty ? Journal of Marketing. 63, 33-44.
4. Fornell C. (1992). A National Customer Satisfaction Barometer. The Swedich Experience Journal of Marketing, 56, 6-21.
5. Gordon W. & Valentine V. (1996). Buying the Brand at Point of Choice. Journal Of Brand Management. 4, 35-44.
6. Balakrishnan L. & Kumar C. S. (2011). Effect of celebrity Based Advertisements on the purchase attitude of consumers towards Durable Products : A Study with reference to the city of Chennai. World Review of Business Research, 1, 98-112.
7. Dittmar H., Beattie J., Friese S. (1996). Objectif, Decisions Considerations and Self-Image in Men’s and Women’s Impulse Purchases. Economic and Social Research Council Research Grants, 1, 1-13.
8. Sirgy J. (1982). Self-Concept in Consumer Beahvior : A critical Review. Journal of Consumer Research, 3, 14-28.
9. Keller K. L. (2001). Building consumer based-brand equity : Building consumer based-brand equity. Marketing Science Institute, 2, 3-38.
10. Hsieh M-H., Pan S. L. & Setiono R. (2004). Product, Corporate and Country Image Dimensions and Purchase Behavior : A Multicountry Analysis. Journal of Academy of Marketing Science, 3, 251-270.
11. Aaker D. A. (1991), Managing Brand Equity : Capitalising on the Value of a Brand Name. New York : The Free Press.
12. Ha H. & Perk H. (2005). Effect of consumer perceptions of brand experience on the web : brand familiarity, satisfaction and brand trust. Journal of Consumer Behavior, 6, 438-52.
13. Belk W. R. (1975). Situational variables and Consumer behavior. Journal of Consumer Research, 3, 157-164.
14. Bloch H. P. & Richins L. M. (1983). A Theorical Model for the Study of Product Perceptions. Journal of Marketing, 3, 69-81.
15. Punj G. & Stewart W. D. (1983). Cluster Analysis in Marketing Research : Review and Suggestions for Application. Journal of Marketing Research, 20, 134-48.
16. Addis M. & Holbrook M. B. (2001). On the Conceptual Link Between Mass Customisation and Experiential Cosumption : An Explosion of Subjectivity. Journal of Consumer Behaviour, 1, 50-66.
17. Pullman M. E & Gross M. A. (2004). Ability of Experience Design Element to Elicit Emotions and Loyalty Bahaviors. Decision Science, 35, 551-578.
18. Brakus J. J., Schmitt H. B. & Zarantonello L. (2009). Brand Experience : What is it ? How is it Measured ? Does it Affect Loyalty ? American Marketing Association, 3, 52-67.
19. Gurviez P. & Korchia M. (2002). Proposition d’une échelle de mesure multidimensionnelle de la confiance dans la marque. Recherche et Applications en Marketing, 3, 41-61.
20. Hoch S. J. (2002). Product Experience is Seductive. Journal of consumer Research, 29, 448-454.
21. Shimp A. T., Samiee S. & Sharma S. (2000). Brand Origin Recognition Accuracy : its Antecedents and Consumers’cognitive limitations. Journal of International Business Studes, 36, 379-397.
22. Al-Salamin H. & Al-Hassan E. (2016). The Impact of Pricing on Consumer Buying Behavior in Saudi Arabia case study. European Journal of Business and Management, 12, 62-73.
23. Marie-Pierre O. (2004), L’impact de l’image de marque sur la fidélité à la marque du consommateur dans le contexte des PME québécoises manufacturières de vêtement de sport et plein air. Thèse de Doctorat, Université du Québec à Trois-Rivières, 197p.
24. Germain B. D., Wakefield A. M. & Durkin J. S. (2010). Adolescents’ perceptions of cigarette brand image : does plain packaging make a difference ? Journbal fo adolescent Health, 4, 385-392.
25. Aaker A. D., Stayman M. D. & Vezina R. (1988). Identifying feelings elicited by advertising. Psychology & Marketing, 1, 1-16.
26. Rao A. R. & Monroe K. B. (1988). The moderating affect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 2, 253-264.
27. Grewal D., Krishnan R. & Baker J. & Borin N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 3, 331-352.
28. Nesselroade J. P. K., Beggan K. j. & Allison T. S. (1999). Possession enhancement in an interpersonal context : An extension of the mere ownership effect. Psychology & Marketing, 1, 21-34.
29. Aaker A. D. & Joachimsthaler E. (2000). Brand leadership. Free Press, 351 p.
30. Esch F-R., Langner T., Schmitt H. B. & Geus P. (2006). Are brand forever ? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 2, 98-105.
31. Ayoubi L. (2016). L’influence de la fidélité à la marque et de la fidélité au programme relationnel sur l’attitude des clients (cas des banques). Thèse de Doctorat, Université Nice Sophia Antipolis.
32. Olivier R. L. (1997). Satisfaction : A behavior perspective on the consumer. New York, NY, McGraw-Hill.
33. Bearden W. O. & Brady D. L. (1979). Satisfaction/Dissatisfaction with food shopping among elderly consumers. Journal of Consumer Affairs, 2, 359-369.
34. Kassarjian H. H. (1982). Consumer psychology. Annual Review of Psychology, 1, 619-649.
35. Dubois P. L. & Quaghebeur A. (1997), les consommateurs font-ils ce qu’ils disent ? Act du 13ème congrès du Congrès International de l’Association Française du Marketing, Toulouse, 892-919.
36. Dufer J. (1979), La satisfaction des consommateurs Essai de conceptualisation et d’expérimentation. Monographie des cahiers de la recherche économique et commercial, juillet.
37. Belk W. R. (1988). Possessions and the extended self. Journal of Consumer Research, 2, 139-168.
38. Bass F. (1974). The theory of stochastic preference and brand swithing. Journal of Marketing Research, 1, 1-20.
39. Kotler P. & Caslione A. J. (2009). How marketers can respond to recession and turbulence. Journal of Customer Behavior, 2, 1987-1991.
40. Yasin M. N., Noor N. M. & Mohamad O. (2007). Does image of country-of-origin matter to brand equity ? Journal of Product & Management, 1, 38-48.
41. Dufer J. & Moulins J-L. (1989). La relation entre la satisfaction du consommateur et sa fidélité à la marque : un examen critique. Recherche et Applications en Marketing, 2, 21-36.
42. Chang H. H., Wang Y. H. & Yang W.-Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing moderating effect of perceived value. Total Quality Management, 20, 423-443.
43. Mascarenhas A. O., Kesavan R., & Bernacchi M. (2006). Lasting customer loyalty : a total customer experience approach. Journal of Customer Marketing, 7, 397-405.
44. Murry P. J., Jr., Dacin A. P. (1996). Cognitive moderators of negative-emotion effects : implication for anderstanding media context. Jornal of Consumer Research, 4, 439-447.
45. Seth, J. N. (1968). A factor analytical model of brand loyalty. Journal of Marketing Research, 4, 395-404.
46. Naggar E. A. A. R. & Bendary N. (2007). The impact of experience and brand trust on brand loyalty, while considering the mediating effect of brand equity dimensions, an empirical study on mobile operator subscribers in Egypt. The Business an Management Review, 2, 16-25.
47. Taylor, S., & Hunter, G. (2003). An exploratory investigation into the antecedents of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry. The Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 20-35.
48. Anderson, E. W., Fornell, C., & Roland, T. R. (1997). Customer satisfaction, productivity, and profitability : Differences between goods and services. Marketing Science,16, 129-145.
49. Palmatier, R. W., Scheer, L. K., & Steenkamp, E. M. (2007). Customer loyalty to whom ? Managing the benefits and risks of salesperson-owned loyalty. Journal of Marketing Research, 44, 185-199.
50. Sheth, J. N., & Venkatesan, M. (1968). Risk-reduction processes in repetitive consumer behavior. Journal of Marketing Research, 5, 307-310.
51. Jeonghoon, L., & Hansuk, L. (2013). Does satisfaction affect brand loyalty. Academy of Marketing Studies Journal, 17, 133-147.
52. Aurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenace and development. Journal of the Academy of Marketing Science, 38, 303-325.
53. Ladwein, R. (2003). Les méthodes de l’appropriation de l’expérience de consommation. Société, Consommation et Consommateurs, 83-95.
54. Aaker J., Fournier S. & Brasel A. S. (2004). When good brands do bad. Journal of Consumer Research, 1, 1-16.
Published
2023-10-31
How to Cite
Kalou, G. P., & Ouattara, D. (2023). Influence de l’Image de Marque et de la Valence de l“Expérience sur la Fidélité à la Marque. European Scientific Journal, ESJ, 22, 752. Retrieved from https://eujournal.org/index.php/esj/article/view/17390
Section
ESI Preprints
Copyright (c) 2023 Gossé Patrice Kalou, Djakaridja Ouattara
This work is licensed under a Creative Commons Attribution 4.0 International License.
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