publication . Book . 2013

La fidélité prototypique : une approche de la fidélité perçue par l'auto-catégorisation

De Kerviler, Gwarlann;
Open Access
  • Published: 01 Jan 2013
Perception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL) corresponding to a subjective evaluation of one’s similarity to a prototyped loyal customer (one’s perceived typicality); (2) identifying the attributes of the prototyped loyal customer organized around six factors: Confidence, Continuity, Information, Participation, Identity, Exclusivity - the first dimensions being more strongly associated to loyalty ; (3) studying the strong in...
free text keywords: Fidélité; Prototype; Auto-catégorisation; Justice; Légitimité; Marketing relationnel; Loyalty; Prototype; Self-categorization; Justice; Legitimacy; Relationship marketing;, jel:M31
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