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Unité de Recherche et d'Applications en Marketing

Les communautés virtuelles de marque : le rôle de l’engagement du consommateur dans le développement de la fidélité et le bouche à oreille


Abstract:

L’objectif de cette étude est de tester les facteurs explicatifs de l’engagement des consommateurs envers la communauté virtuelle de marque et leurs effets sur la fidélité et le bouche à oreille à travers l’engagement envers la marque, la satisfaction, la confiance, la congruence et la perception. Les résultats obtenus montrent que l’engagement envers les CVM affecte la fidélité et le B-A-O, et est affecté par la satisfaction et l’engagement envers la marque non pas par la confiance.  Les résultats obtenus montrent toute l’importance d’impliquer le client dans des communautés virtuelles de marque afin de renforcer l’attachement à la marque et maintenir la relation client-marque

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