Étude comparée de la représentation sociale des marques de sport chez les sportifs français et djiboutiens : application au cas des footballeurs et athlètes

Abstract : The phenomena of "sportivization" of contemporary societies and the development of information and communication technologies have enabled sports brands to rise rapidly and profitably on a global scale. Similarly, the over-mediatization of sport and sports celebrities only increases this trend. More and more people tend to consume emotionally, which underlies individual and collective behaviours.The objective of this thesis is to understand better the behaviours and attitudes of sports consumers (Djiboutians and French) of sports brands. To do this, it uses "social representations" (Moscovici, 1961) as an analytical "grid" that will make it possible to highlight, on the one hand, the shared cognitions of consumers and, on the other hand, the marketing strategies put in place by companies. This work will make it possible to compare the sports relations of the two groups of different subjects from a socio-cultural point of view, in this case French and Djibouti sportsmen and women.Two exploratory studies, one qualitative (semi-directive interview) and the other quantitative (free association of words), made it possible to collect the first data sets from Djiboutians and French athletes (footballers and athletes). The first exploratory study revealed the categories of discourse. The second study defined the scope and structure of social representations. Finally, a confirmatory study, using a structural equation model, made it possible to test all the hypotheses according to brands, sports practised and the national affiliation of groups. In the end, the results did not reveal any significant differences between Adidas and Nike. Similarly, a dichotomy has not been established between the social representations of athletes and the social representations of footballers. On the other hand, there are contrasts between athletes' representations according to their national affiliation.
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Youssouf Ballah Youssouf. Étude comparée de la représentation sociale des marques de sport chez les sportifs français et djiboutiens : application au cas des footballeurs et athlètes. Education. Université Bourgogne Franche-Comté, 2018. Français. ⟨NNT : 2018UBFCH024⟩. ⟨tel-02155140⟩

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