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LES FACTEURS D’ENGAGEMENT A LA MARQUE : VERS UNE APPROCHE INTEGRATIVE

Abstract : Resulting from the emergence of cognitive paradigm and relational paradigm, commitment has become a central concept of true and enduring loyalty. Numerous researches made it possible to figure out the antecedents of commitment. Gathering these approaches into an integrated framework is now at stake from a theoretical viewpoint. My contribution is threefold: 1. I demonstrate that acts do not increase the predictive power of attitudes on commitment when they result from the psychological inner state of an individual (i.e. “I am used to read this magazine regularly because I like it”). In this case, an integrated model of attitudinal and behavioural approaches seems to be of no interest. Only externally induced acts, with foot-in-the-door, law-ball or lure techniques, may increase brand commitment. 2. It is shown that multi-brand loyalty is a borderline case between transactional model and relational model of commitment (Garbarino et Johnson, 1999). Whereas uni-brand loyalty is clearly associated in literature as the “pure” form of relational loyalty, there is an ambiguity about multi-brand loyalty, that I help to clear up while pointing out it double dimensionality: transactional and relational. 3. I propose and test a model which integrates the implication approach and the attitudinal approach of brand commitment. I prove that the link between implication profile and brand commitment is not direct, but mediated by the brand relationship components. The influence of hedonic value is essential.
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Submitted on : Sunday, December 15, 2019 - 3:44:10 PM
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Eric Julienne. LES FACTEURS D’ENGAGEMENT A LA MARQUE : VERS UNE APPROCHE INTEGRATIVE. Sciences de l'Homme et Société. UNIVERSITE PARIS I- PANTHEON SORBONNE. Institut d’Administration des Entreprises de Paris, 2009. Français. ⟨tel-02412563⟩

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