Skip to Main content Skip to Navigation
Theses

La certitude des consommateurs : concept et analyse des effets dans le cas de la nationalité de la marque

Abstract : To communicate effectively, marketers need to know the process according to which consumers perceive and choose brands. Within these processes, consumer certainty plays an important role, particularly in the determinacy of product items. In this thesis, this role is analyzed through a variable that globalization contributes both to distort and amplify: brand's nationality. Data analysis and statistics indicates: The « mediating » effect of attitude toward the brand, which indicates "how" the country's image and certainty can influence consumer purchase intentions, The « moderating » effect of certainty of belief, which indicates "When" consumers can use an image of the « country of origin » in a decision process. Managerial and theoretical implications are discussed, so that managers can monitor the nationality associated with their brands and avoid negative effects for the company.
Document type :
Theses
Complete list of metadata

Cited literature [197 references]  Display  Hide  Download

https://tel.archives-ouvertes.fr/tel-01206786
Contributor : ABES STAR :  Contact
Submitted on : Tuesday, September 29, 2015 - 3:57:32 PM
Last modification on : Tuesday, October 19, 2021 - 5:56:10 PM
Long-term archiving on: : Wednesday, December 30, 2015 - 10:56:59 AM

File

2010lare0029_RCally.pdf
Version validated by the jury (STAR)

Identifiers

  • HAL Id : tel-01206786, version 1

Citation

Jean Romain Cally. La certitude des consommateurs : concept et analyse des effets dans le cas de la nationalité de la marque. Gestion et management. Université de la Réunion, 2010. Français. ⟨NNT : 2010LARE0029⟩. ⟨tel-01206786⟩

Share

Metrics

Record views

664

Files downloads

3218