URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Les antécédents de l’attitude à l’égard des alliances cause-marque : une étude qualitative


Abstract:

Cette recherche s’intéresse aux antécédents de l’attitude par rapport aux alliances cause marque. Une étude  qualitative   a été menée  auprès des consommateurs en utilisant  des entretiens individuels. Les résultats de notre recherche ont montré  que l’attitude des consommateurs dépend de plusieurs facteurs : l’implication à  la cause,  la motivation perçue  de la marque  et  la crédibilité perçue.  Par ailleurs et suite à l’analyse  des discours des répondants,  un nouvel antécédent  a  été dégagé : la confiance en  l’association.

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