Gamme de produits et fidélisation des consommateurs dans les catégories d’achat fréquent : proposition d’un cadre conceptuel et d’un modèle diagnostic (notice n° 372424)
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|---|---|
| fixed length control field | 02643cam a2200373 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250118084258.0 |
| 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 | Aurier, Philippe |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Gamme de produits et fidélisation des consommateurs dans les catégories d’achat fréquent : proposition d’un cadre conceptuel et d’un modèle diagnostic |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2015.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 35 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Dans une catégorie, les marques proposent souvent des gammes composées de nombreux produits. Or, la plupart des recherches considèrent la fidélité comportementale au niveau « marque », sans considérer les produits de sa gamme. De plus, seule la fidélité longitudinale est considérée, négligeant ainsi la fidélité instantanée. Nous proposons ici une décomposition de la fidélité comportementale en fonction de l’unité de choix achetée (un produit spécifique / différents produits de la gamme) et de la perspective temporelle (instantanée / longitudinale). Le modèle Logit proposé permet de diagnostiquer la performance des gammes des marques de la catégorie et d’émettre des préconisations managériales. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Within a category, brands frequently offer product-lines containing many products. Yet, researches consider almost exclusively behavioral loyalty at the “brand” level, without considering the products within the brand’s line. Moreover, only longitudinal loyalty is considered, thus neglecting instantaneous loyalty. We propose a breakdown of behavioral loyalty based on the unit of choice purchased (a specific product vs. several products in the brand line) and on the temporal framework (across vs. within shopping trips). A logit model enables the analysis of performance of brand product-lines within a category, and to propose managerial insights. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fidélité instantanée |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fidélité à la gamme |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | recherche de variété |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fidélité comportementale |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fidélité longitudinale |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fidélité au produit |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | achats croisés |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | gestion d’une gamme de produits |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | instant loyalty |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | behavioral loyalty |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | longitudinal loyalty |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | cross-buying |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | product-line management |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | line loyalty |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | variety-seeking |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | product loyalty |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Mejía, Victor |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 78 | 2 | 2015-04-01 | p. 95-112 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2015-2-page-95?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2015-2-page-95?lang=fr&redirect-ssocas=7080</a> |
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