Zobrazeno 1 - 10
of 14
pro vyhledávání: '"Rita Valette-Florence"'
Publikováno v:
Recherche et Applications en Marketing (English Edition). 35:84-110
Based on the concepts of brand personality and emotion, this article focuses on their respective impacts on the main variables of brand relationship, trust, attachment and overall commitment with the brand. Based on a large panel of consumers, the st
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::6f59abcb93ed616e1c09c9541ca7a2bc
https://doi.org/10.1177/2051570720905703
https://doi.org/10.1177/2051570720905703
Publikováno v:
Recherche et Applications en Marketing (French Edition). 35:87-116
Résumé Adossé aux concepts de personnalité de la marque et d’émotions, cet article s’attache à montrer leur incidence respective sur les principales variables de la relation à la marque, la confiance, l’attachement et l’engagement glob
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::73276286e80ec454bfcd0175dd5b618d
https://doi.org/10.1177/0767370119846075
https://doi.org/10.1177/0767370119846075
Autor:
Rita Valette-Florence
Publikováno v:
Recherche et Applications en Marketing (English Edition). 27:31-54
This paper examines the emotional and relational proximities between print media brands and advertiser brands from the standpoint of theories of meaning transfer and implicit evaluation. To this end, a “hybrid” scale for measuring emotions is cre
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::237cf14d8e7c1163b7382952788d4ff1
https://doi.org/10.1177/205157071202700302
https://doi.org/10.1177/205157071202700302
Publikováno v:
Marché et organisations. :65-88
L’objectif de cette recherche est d’etudier le role que le statut d’un consommateur - regulier vs occasionnel - peut avoir sur la personnalite de la marque et son influence sur les concepts de confiance et d’engagement cognitif. Les resultats
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::8d4b4fb813a3f9a0d6a11e891fcfe56b
https://doi.org/10.3917/maorg.012.0065
https://doi.org/10.3917/maorg.012.0065
Publikováno v:
Marché et organisations. :89-114
Peu de recherches ont examine la variabilite des antecedents du capital marque au travers des differentes cibles de communication.Dans le cadre de cette recherche, les auteurs examinent la difference entre les effets exerces par les traits de la pers
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::cd61d6d5f781cbe9a91cca0668c7c7e0
https://doi.org/10.3917/maorg.012.0089
https://doi.org/10.3917/maorg.012.0089
Publikováno v:
The Sustainable Global Marketplace ISBN: 9783319108728
This article tests the relevance of a cognitive route and an affective route for print media brands and measures the impact of brand personality and emotions aroused during the reading of such media on trust, attachment, and commitment. Results point
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::9bdafbb43ad92f3c878944817501fffd
https://doi.org/10.1007/978-3-319-10873-5_255
https://doi.org/10.1007/978-3-319-10873-5_255
Publikováno v:
Journal of Business Research
Journal of Business Research, Elsevier, 2013, Vol. 66, (n°7,), p. 897-903
Journal of Business Research, 2013, 66 (7), pp.897-903. ⟨10.1016/j.jbusres.2011.12.008⟩
Journal of Business Research, Elsevier, 2013, 66 (7), pp.897-903. ⟨10.1016/j.jbusres.2011.12.008⟩
Journal of Business Research, Elsevier, 2013, Vol. 66, (n°7,), p. 897-903
Journal of Business Research, 2013, 66 (7), pp.897-903. ⟨10.1016/j.jbusres.2011.12.008⟩
Journal of Business Research, Elsevier, 2013, 66 (7), pp.897-903. ⟨10.1016/j.jbusres.2011.12.008⟩
This paper reviews within the marketing field the concept of brand personality, its different available measures and its main limitations. Hence, the study proposes to make a distinction between macro and micro approaches of brand personality. Then a
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8a6de71e3fb7bbe386bc978a78182ccc
https://halshs.archives-ouvertes.fr/halshs-00783879
https://halshs.archives-ouvertes.fr/halshs-00783879
The targets of advertising have been traditionally defined through socio-demographic criteria such as age, gender and social class. These criteria serve as a means primarily for reaching a brand's existing or potential customers as effectively as pos
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=od_______645::d16f0c5cbc737eb5632a3af355021672
https://halshs.archives-ouvertes.fr/halshs-00849796/document
https://halshs.archives-ouvertes.fr/halshs-00849796/document
Autor:
Rita Valette-Florence
Publikováno v:
Recherche et Applications en Marketing (French Edition)
Recherche et Applications en Marketing (French Edition), SAGE Publications, 2012, vol. n°27, (n°3,), p. 31-55
Recherche et Applications en Marketing (French Edition), SAGE Publications, 2012, vol. n°27, (n°3,), p. 31-55
Au regard des théories du transfert de sens et de l'évaluation implicite, cet article examine les proximités Émotionnelle et relationnelle entre marques de presse et marques. Pour cela, une création d'échelle « hybride » de mesure des émotio
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::723ca83c943d611c67cdb513a90f43a7
https://shs.hal.science/halshs-00809590
https://shs.hal.science/halshs-00809590