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De l'artisan traditionnel à la marque artisan : perceptions et réactions cognitives, affectives et comportementales du consommateur à l’égard de l’artisan

Abstract : Long considered to be exclusively focused on their craft and production, artisans demonstrate today their openness to their business environment and their ability to develop their activity and brand from the point of view of consumers. The aim of this research is to determine whether the development of the artisan’s business, through branding and marketing actions, causes them to lose what makes their essence and values in the eyes of the consumers. A literature review and a series of qualitative studies (focus group, semi-structured interviews, ZMET technique) allow us to better understand the consumer’s perceptions of the artisan and highlight the interest of the concept of artisan brand. In addition, a series of experiments were conducted to measure the impact of the personification and marketing orientation of the artisan’s store name on consumer reactions. The results show the mediating role of perceived warmth and competence of the artisan and the consumer’s identification with the store and the artisan. Finally, testing several scenarios of artisan business development, a last experimentation highlights the positive reactions toward the creation of an artisan brand, and the choice of marketing orientation but also some mistrust about the increase of the size of the business.
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Jonathan Dezecot. De l'artisan traditionnel à la marque artisan : perceptions et réactions cognitives, affectives et comportementales du consommateur à l’égard de l’artisan. Gestion et management. Université du Maine, 2019. Français. ⟨NNT : 2019LEMA2003⟩. ⟨tel-02886674⟩

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