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La Certitude Des Consommateurs by Cally-J

La Certitude Des Consommateurs

by Cally-J
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Book cover type: Paperback
  • ISBN13: 9786131517402
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 412
  • Original Price: GBP 81.0
  • Language: French
  • Edition: N/A
  • Item Weight: 604 grams
  • BISAC Subject(s): Marketing / General

Pour communiquer efficacement, les responsables marketing ont grand besoin de connaître les processus selon lesquels les consommateurs perçoivent et choisissent les marques. Au sein de ces processus, la certitude que le consommateur accorde à ses croyances joue un rôle important, notamment dans la déterminance des caractéristiques du produit. Dans la présente thèse, ce rôle est analysé à travers une variable que la mondialisation contribue à la fois à déformer et à amplifier: la nationalité de la marque. Il s'avère que la certitude dans la croyance envers la nationalité d'une marque est un élément capital du succès d'un positionnement stratégique sur les marchés internationaux. Les implications théoriques et managériales des résultats sont discutées, de sorte que les managers puissent surveiller les origines nationales associées à leurs marques et éviter qu'elles soient défavorables ou en contradiction avec la stratégie marketing de la firme.

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