Les Adolescents Et Les Marques
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Imported Edition - Ships in 18-21 Days
Free Shipping in India on orders above Rs. 500
Le segment des adolescents consommateurs est le parent pauvre de la recherche scientifique en marketing. Jusqu'il y a peu, ce segment a été assimilé à celui des enfants alors qu'ils ont des réactions cognitives, affectives et comportementales distinctes. Cette thèse se positionne en comportement du consommateur et se centre sur l'étude des réactions des adolescents à la stratégie de co-marquage (co-branding). Dans cette perspective, trois objectifs ont été poursuivis: identifier les facteurs d'évaluatin d'un produit co-marqué; étudier l'influence de plusieurs variables psychologiques et sociodémographiques sur l'évaluation d'un produit co-marqué et examiner les conséquences du co-marquage sur les marques partenaires. Connaissant les relations particulières que les adolescents entretiennent avec les marques, aborder ce sujet ne peut qu'apporter des informations intéressantes dans la compréhension du comportement du consommateur adolescent.
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