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Stratégies de signalisation de la qualité by Larceneux-F

Stratégies de signalisation de la qualité

by Larceneux-F
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₹10,328.00
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Book cover type: Paperback
  • ISBN13: 9786131511158
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 464
  • Original Price: GBP 81.0
  • Language: French
  • Edition: N/A
  • Item Weight: 676 grams
  • BISAC Subject(s): Management

L'objectif de cette recherche est de répondre aux problématiques des entreprises qui s'interrogent sur le moyen le plus efficace de communiquer la qualité aux consommateurs et à celles des Pouvoirs publics qui définissent des politiques publiques pour l'ensemble de la société le label est-il un outil marketing suffisamment incitatif comparé aux promesses commerciales, quel est son impact réel sur le processus de décision du consommateur ? Des enjeux juridiques, politiques, managériaux et théoriques sont posés par cette exploration de l'impact des labels: la perspective sémiotique nous invite à orienter l'analyse sur le lien signifiant - signifié. Ce faisant, le concept de capital de label est proposé de sorte à permettre d'identifier des routes , caractérisées par des variables médiatrices explicatives de l'intention d'achat. Ce concept permet de construire la structure de base d'un cadre théorique d'analyse globale. Après avoir différencié les labels expérientiels des labels techniques, trois niveaux d'impact servent de base pour comprendre la formation de l'intention d'achat: la qualité perçue, l'unicité perçue et l'estime accordée au producteur.

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