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La sensibilité aux marques et l'engagement à la marque : une application aux consommateurs chinois

Abstract : In spite of the increased importance of the brand in China, the study about brands in a rigorous, academic way was neglected by scholars. For a long time, the consumer's attitudes toward the brand were the focus of numerous researches in occidental countries, but in the specific case of the Chinese consumers, it remains to be explored. We have chosen two essential concepts in this regard : brand sensivity and brand commitment. The first one takes the product category as reference while the second one is related to one single particular brand. One model aiming at explaining the brand sensitivity of Chinese consumers, as well as illustrating the relation between brand sensitivity and brand commitment is developed and then tested by means of structural equation models. Conceptually, three main conclusions were drawn. First of all, the perceived differences, in terms of product quality and brand personality, have a positive effect on brand sensitivity. Secondly, Chinese culture, in particular confucianism, has a positive effect on brand sensitivity. Finally, brand sensitivity has a positive impact on calculative commitment which leads to affective commitment. Concerning managerial implications, it is desirable that enterprises make efforts to reinforce perceived differences of brands in the eyes of consumers. Moreover, they should take into account the specificities of Chinese culture when elaborating marketing and communication strategies. This is particularly true for foreign enterprises in China.
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Submitted on : Tuesday, April 24, 2018 - 4:04:37 PM
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  • HAL Id : tel-01776653, version 1



Xiaoling Guo. La sensibilité aux marques et l'engagement à la marque : une application aux consommateurs chinois. Gestion et management. Université Nancy 2, 2005. Français. ⟨NNT : 2005NAN22002⟩. ⟨tel-01776653⟩



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