Comment les individus issus de différentes cultures catégorisent les marques ? L’impact de la conception de soi (notice n° 445729)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02506cam a2200325 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121012902.0 |
| 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 | Hmaida, Jouba |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Comment les individus issus de différentes cultures catégorisent les marques ? L’impact de la conception de soi |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2019.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 69 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | La manière dont les consommateurs catégorisent les produits et les marques a de nombreuses implications stratégiques pour les marketeurs (e.g. positionnement, merchandising, extension de marques). Cette recherche examine les différences de catégorisation des marques entre les consommateurs individualistes et collectivistes à travers le construit de la conception de soi. Les résultats d’une étude quantitative, menée sur deux échantillons de 500 consommateurs de culture collectiviste et 507 consommateurs de culture individualiste, montrent que les individus ayant une conception de soi indépendante catégorisent les marques selon les attributs, alors que ceux ayant une conception de soi interdépendante catégorisent les marques selon l’occasion d’usage. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The way consumers categorize products and brands has many strategic implications for marketers (e.g. positioning, merchandising, brand extensions). The present research examines brand categorization differences between individualistic and collectivist consumers through the construct of self-construal. The results of a quantitative study conducted amongst 500 consumers from a collectivist culture and 507 consumers from an individualistic culture showed that people with an independent self-construal group together brands that share the same attributes, whereas people with an interdependent self-construal group together brands that are used in the same usage situation. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | culture |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | conception de soi interdépendante |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | individualisme |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | catégorisation des marques |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | collectivisme |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | conception de soi indépendante |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | individualism |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | culture |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | interdependent self-construal |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | collectivism |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand categorization |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | independent self-construal |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Décaudin, Jean-Marc |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 93 | 1 | 2019-03-25 | p. 93-106 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2019-1-page-93?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2019-1-page-93?lang=fr&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux