URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Le boycott en réaction à la stratégie de rebranding: étude netnographique Le cas Tunisiana – Ooredoo


Abstract:

L’objectif de cette recherche est de comprendre les réactions négatives des consommateurs suite à une opération de rebranding, et plus particulièrement d’explorer les variables expliquant leur participation à une action de boycott. Nous nous intéressons au cas du rebranding de la marque Tunisiana devenue Ooredoo. Une étude netnographique exploratoire est menée auprès de communautés virtuelles sur le réseau social facebook appelant au boycott de la marque Ooredoo. Les résultats montrent la place des facteurs émotionnels dans la participation au boycott. L’attachement à la marque substituée et l’animosité à l’égard du pays d’origine expliquent le plus la participation au boycott.

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