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- 검색키워드
- 저자 : Pierre Valette-Florence (검색결과 5 건)
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CUSTOMER-BASED ONLINE REPUTATION: A CAUSAL MODEL
Chebli Youness,Pierre Valette-Florence 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
With the development of e-commerce, firms have now a greater interest than before in investing in intangible assets, especially their e-reputation. The literature review shows that studies in the field of e-reputation are still limited. Furthermore, existing studies (e.g. Walsh et al., 2009) tend to focus on antecedents and consequences of reputation that are associated with the offline context, but do not analyze variables related to e-consumer behavior. The objectives of this paper are hence twofold: (1) examining the dimensions of the customer-based online reputation; (2) introducing a causal model that associates online reputation with some key antecedents and consequences. Our results show that a high level of trust positively impacts the online reputation. The same is true for heritage, but with less impact, maybe because the online commerce is relatively new, and e-commerce websites do not have a heritage yet compared to well-established brick and mortar companies. In terms of consequences, a favorable reputation increases the customer commitment toward the website, meaning that online customers will have a higher desire to maintain this valued relationship. In addition, the positive influence on WOM is very important especially in our digital era where brand choices and personal influences are increasingly taking place online. As for the measure of e-reputation, our results confirm that it can be assessed through 8 specific factors: Customer orientation, Reliable Delivery, Innovativity and Singularity, High Standard Offerings, Price, Social and Environmental Responsibility, Good employer, and Financially Strong Company. From an operational point of view, the customer-based e-reputation scale could be used repeatedly as a barometer enabling to periodically asses the e-reputation of diverse online companies. Our results also point out some potential managerial implications as far as improving customer-based online reputation is concerned. From the perspective of antecedents, increasing trust should be the choice in order to improve online reputation. With regards to the consequences, online reputation is a significant indicator of customer commitment to the website and spreading a positive word-of-mouth. Hence, and in order to have a positive e-WOM, managers should focus on enhancing their online reputation.
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THE INFLUENCE OF DESIGN ON LUXURY BRAND LOVE
Aurélie Hemonnet-Goujot,Pierre Valette-Florence 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
While product design is intrinsically linked to brand building and to the definition of luxury, consumers’ sensitivity to luxury products and to design is usually addressed separately. Yet, for optimal marketing-oriented decisions, they need to be brought together. Furthermore, while design is intrinsically linked to luxury, little research focused on its influence on the symbolic and the economic value of brands. This research specifically delves into the mechanisms behind how brand-level attitudes can be influenced by product-level sensitivity to product design. Building on the value theory, it investigates to what extent the product design enhances luxury brands value. Based on a data set collected on 125 individuals, a partial least square analysis was used. It contributes and extends literature on branding, design and luxury in three distinct ways. Firstly, this research distinguishes two antecedents of the product design that are the social and the individual drivers. Secondly, it reveals the mediating role of the product design between social and individual drivers, on one hand, and luxury brands symbolic value (through brand love and brand equity), on the other hand. Thirdly, it confirms the creation of economic value through the positive influence on willingness to pay a premium price. In terms of managerial implications, this study reveals the importance for luxury brands to develop sensory branding through product design. It especially points out the added-value of design for luxury brands’ equity, its role in fostering brand love and in increasing luxury brands turnover.
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TALKING ABOUT MY GENERATION: REVISITING THE INFLUENCE OF AGE IN LUXURY COUNTERFEIT CONSUMPTION
Julia Pueschel,Beatrice Parguel,Cecile Chamaret,Pierre Valette-Florence 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
This research investigates the influence of age in luxury counterfeit consumption in the Gulf Cooperation Council (GCC) countries. More specifically, a pilot quantitative survey conducted in the United Arab Emirates demonstrates that GCC consumers’ age has a positive influence on counterfeit luxury consumption, which runs counter the general consensus observed in the counterfeiting literature. Based on 25 in-depth interviews, a follow-up qualitative study explores this unexpected result using the functional theory of attitudes. It shows that the experience of the region’s major socio-economic changes in the last 40 years may explain the shift on how consumers understand the value of things, and therefore the existence of a positive correlation between age and counterfeit consumption in the GCC countries. This article contributes to the field of luxury counterfeit research and expands theoretical understanding on consumer responses of different age groups to counterfeit consumption. Our analyses corroborate the relevance of the functional theories of attitudes in explaining both luxury and counterfeit consumptions. Social-adjustive function is dominant for young people, however, the attitudes, which serve the social-adjustive function, are less likely to drive counterfeit consumption. Further, the research refines the existing model, suggesting that the value-expressive function served by different attitudes was relevant on both age groups, but depending on the values which are expressed, it influences the counterfeit consumption. The findings are of significant interest for public policy makers, luxury brand managers fighting counterfeiting, and more generally to any managers dealing with GCC nationals.
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