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
Abstract
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...
Subjects
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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