Analyse des réactions des consommateurs face à la rumeur et implications managériales : une application au Cameroun (notice n° 1510211)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02268cam a2200301 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250921012331.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Nga Nkouma Tsanga, Rosalie Christiane |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Analyse des réactions des consommateurs face à la rumeur et implications managériales : une application au Cameroun |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2011.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 97 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | RésuméCette communication se propose d’explorer la question des conséquences de la rumeur sur le comportement des consommateurs et de donner des stratégies adéquates de gestion de ce phénomène. Pour cela, une analyse conceptuelle mettant en évidence les différentes approches de la rumeur a été présentée. Puis, une double collecte des données a été opérée : d’abord, des guides d’entretien ont été réalisés auprès d’une quinzaine de chefs d’entreprises victimes de rumeurs afin de savoir, non seulement comment ils perçoivent le phénomène étudié, mais aussi comment ils le gèrent. Ensuite, trois cent consommateurs ont été interrogés pour connaître leurs réactions suite à la rumeur. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This communication proposes the consequences of rumour in the consumer behaviour and gives adequate strategies in the management of this phenomenon. To have this done, a conceptual analysis, showing the different approaches of rumour has been presented. Then, a double collection of data was carried out: firstly, maintenance guides were realised in fifteen companies chiefs, victims of rumour retained for our investigation to know how they perceive the phenomena and how the manage it. Later, three hundred consumers were interviewed in other to know their reactions towards rumour. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | bouche-à-oreille |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | comportement du consommateur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing viral |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | radio- trottoir |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | rumeur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | stratégie rumorale |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | buzz |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | consumer behaviour |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | rumoral strategy |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | rumour |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | word- mouth-of marketing |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Marketing & Communication | 9 | 1 | 2011-02-02 | p. 74-92 | 1779-3572 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-market-management-2009-1-page-74?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-market-management-2009-1-page-74?lang=fr&redirect-ssocas=7080</a> |
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