Décisions Marketing最新文献

{"title":"“I’m holding on thanks to my customers!” When the customer becomes the main source of social support for frontline employees","authors":"Qurat-ul-ain Talpur, L. Nicod, Ghulam Murtaza, Kiane Goudarzi","doi":"10.3917/dm.111.0177","DOIUrl":"https://doi.org/10.3917/dm.111.0177","url":null,"abstract":"• Objectives / Research Questions The jobs of frontline employees can occasionally be particularly demanding. Service companies have drawn up and put into practice a series of initiatives to provide social support to their frontline employees. The main sources of social support studied in the literature concern the organisation, managers, and colleagues. The objective of this research is to propose a conceptual framework of social support for frontline employees that includes customers as an additional dimension, and to study its influence on the emotional exhaustion of frontline employees.","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"13 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139316107","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Online privacy: utopia or reality? Understanding the perceived vulnerability associated with personal data","authors":"Alex Deslée","doi":"10.3917/dm.111.0125","DOIUrl":"https://doi.org/10.3917/dm.111.0125","url":null,"abstract":"• Objectives / Research Questions This paper aims to better understand the perceived vulnerability associated with personal data, which can generate behaviors that damage business performance, such as avoidance or the falsification of personal data. • Methodology Group interviews were conducted with 32 consumers and analyzed against the conceptual framework of resource-control to better understand the antecedents and consequences of perceived vulnerability associated with personal data. Based on the results, interviews with practitioners in various marketing and data professions were then used to develop and adjust managerial recommendations aimed at mitigating consumer perceptions of vulnerability. • Results The analysis of the qualitative study uncovers two forms of individual limited resources (lack of knowledge about personal data usage and privacy risks and the inability to protect one’s privacy) as well as two forms of structural limited control (control over personal data and transparency about how data is collected and used) that are considered antecedents of consumer vulnerability. Defensive and non-defensive mechanisms to cope with these perceptions of vulnerability are also identified. • Managerial implications Managerial implications for e-commerce have been identified with the collaboration of practitioners to foster ethical marketing practices that aim to reduce consumers’ perceived vulnerability. • Originality This research empirically implements the conceptual framework of resource-control to provide a holistic analysis of consumer-perceived vulnerability in the context of online commerce.","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"10 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139316493","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Commercial onomastics: humorous color names. Are they appreciated and do they play a role in product purchase intention?","authors":"Sabine Ruaud, Bertrand Urien","doi":"10.3917/dm.110.0247","DOIUrl":"https://doi.org/10.3917/dm.110.0247","url":null,"abstract":"• Objectives / Research Questions Commercial onomastics, the disciplinary field focusing on names in the commercial sphere, plays an increasingly important role in how brands communicate. It reflects a new trend in nominative logic that uses color naming combined with humor to cause an attraction effect through an offbeat or shifted vision (one pertinent example of this can be seen with the pun-based brand name “Maliblue”). The present article will examine the influence of humorous color-naming and the effects of different humor mechanisms (humor based on incongruity resolution or relief theory) on consumption behaviors. • Methodology The study used a sample of 1,432 individuals. Four lexical creativity workshops (N=100) generated 145 humorous color names for a refreshing non-alcoholic fruit drink. A first pretest (N=266) evaluated the humorous nature of these names, which allowed the most relevant ones to be selected. A second pretest (N=226) used the measurement scale developed by Spielmann (2014) to categorize the names according to one of the two humor mechanisms and tested the handling quality of the independent variables before the final experiment. The final study (N=840) involved a 4 x 3 between-subjects (four colors and three types of color denominations) and empirically tested the research hypotheses. •","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"101 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139368218","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Onomastique commerciale : les noms de produits colorés humoristiques sont-ils appréciés et jouent-ils un rôle sur l’intention d’achat du produit ?","authors":"S. Ruaud, B. Urien","doi":"10.3917/dm.110.0115","DOIUrl":"https://doi.org/10.3917/dm.110.0115","url":null,"abstract":"• Objectif L’onomastique commerciale, qui s’intéresse aux noms circulant dans la sphère commerciale, occupe un espace de plus en plus important dans la façon de communiquer des marques : « Red’Dingue », « Maliblue », « As de Pink » illustrent une nouvelle tendance de logique nominative, conduisant à désigner des produits par leur couleur teintée d’une pointe d’humour destinée à provoquer un effet d’attraction au moyen d’une vision décalée. Aussi, cet article étudie l’influence du color-naming humoristique (nom coloré humoristique) et les effets des différents mécanismes humoristiques (humour basé sur la théorie intellectualiste ou humour basé sur la théorie de soulagement) sur les comportements de consommation. • Méthodologie 1 432 individus ont été mobilisés pour cette recherche. Quatre ateliers de créativité lexicale (N=100) ont généré 145 noms colorés humoristiques destinés à nommer une boisson rafraîchissante sans alcool aux fruits. Un premier pré-test (N=266) a évalué leur caractère humoristique, permettant de sélectionner les plus pertinents. Un second pré-test (N=226) s’est appuyé sur l’échelle de mesure développée par Spielmann (2014) pour les classer selon l’un des deux mécanismes humoristiques et a vérifié la qualité de manipulation des variables indépendantes avant l’expérimentation finale. L’étude finale (N=840) a fait l’objet d’un design inter sujets 4 x 3 (quatre couleurs ; trois types de dénominations colorées) et a permis de tester empiriquement les hypothèses de la recherche. • Résultats Les résultats obtenus montrent que les consommateurs ont une attitude plus favorable envers un nom de produit coloré humoristique que vis-à-vis d’un nom de produit coloré non humoristique, et ce quel que soit le mécanisme humoristique utilisé. En revanche, seul un mécanisme humoristique basé sur la théorie de soulagement a un impact significatif sur l’intention d’achat. De plus, le niveau de congruence de la couleur du produit avec la couleur originelle de la catégorie vient modérer ces résultats. • Implications managériales Cette étude apporte des réponses aux entreprises soucieuses de donner à leurs produits un nom coloré basé sur un jeu de mots à caractère humoristique et attire leur attention sur le fait que tous les mécanismes humoristiques n’engendrent pas les mêmes réponses, certains pouvant dégrader l’intention d’achat. De surcroît, cette stratégie de nomination prévaut essentiellement lorsqu’il s’agit d’introduire sur le marché une couleur de produit inhabituelle. • Originalité Si l’onomastique commerciale utilise de plus en plus fréquemment le color-naming humoristique, son impact sur le comportement du consommateur demeure un sujet lacunaire.","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127647915","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Who (still) wants to be a marketing decision-maker?","authors":"Emmanuelle Le Nagard","doi":"10.3917/dm.110.0157","DOIUrl":"https://doi.org/10.3917/dm.110.0157","url":null,"abstract":"","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"55 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139368167","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Décisions Marketing , 30 years of research into marketing decisions: assessment and prospects","authors":"Isabelle Collin-Lachaud, Gilles N’Goala","doi":"10.3917/dm.110.0141","DOIUrl":"https://doi.org/10.3917/dm.110.0141","url":null,"abstract":"","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"5 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139368191","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La Raison d’Être du marketing et des marques","authors":"G. Michel","doi":"10.3917/dm.110.0025","DOIUrl":"https://doi.org/10.3917/dm.110.0025","url":null,"abstract":"","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"142 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132218894","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Toward a better understanding of the phenomenon of ambivalence in the endorsement of sustainable luxury","authors":"Oxana Lahbib, A. Kessous, Pierre Valette-Florence","doi":"10.3917/dm.110.0217","DOIUrl":"https://doi.org/10.3917/dm.110.0217","url":null,"abstract":"• Objectives / Research Questions This research proposes to better understand the antecedents and amplifying factors of the ambivalence phenomenon in the endorsement of sustainable luxury (social vs . environmental). • Methodology A first exploratory qualitative study based on the album online technique studied consumers’ mental representations of sustainable luxury endorsed by a celebrity. A second quantitative study, conducted in the form of an experiment (N = 192), manipulated celebrity endorsement (presence vs . absence) and the type of cause (social vs . environmental). • Results The qualitative study identifies two antecedents of ambivalence (satisfaction with commitment vs . suspicion of commercial motives) and two distinct types of sustainable orientations (social vs . environmental). The quantitative study complements these results by demonstrating that celebrity endorsement fosters ambivalence but generates a stronger impact on positive consumer reactions, particularly in the case of social causes.","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"204 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139368117","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vers une meilleure compréhension du phénomène d’ambivalence dans l’endossement du luxe durable","authors":"Oxana Lahbib, A. Kessous, P. Valette-Florence","doi":"10.3917/dm.110.0085","DOIUrl":"https://doi.org/10.3917/dm.110.0085","url":null,"abstract":"• Objectif Cette recherche se propose de mieux comprendre les antécédents et facteurs amplificateurs du phénomène d’ambivalence dans l’endossement du luxe durable (social vs environnemental). • Méthodologie Une première étude qualitative exploratoire fondée sur la technique l’Album On-Line a permis d’étudier les représentations mentales des clients du luxe durable endossé par une célébrité. Une seconde étude quantitative conduite sous forme d’expérimentation (N = 192) manipule la célébrité (présence vs absence) et le type de cause (sociale vs environnementale). • Résultats L’étude qualitative identifie deux antécédents de l’ambivalence (satisfaction de l’engagement vs crainte de motivations mercantiles) ainsi que deux types d’orientations durables distinctes (sociale vs environnementale). L’étude quantitative complète ces résultats en démontrant que la célébrité favorise la situation d’ambivalence mais permet toutefois de générer un impact plus fort sur les réactions positives des clients, notamment dans le cas d’une cause sociale. • Implications managériales L’endossement d’une cause durable génère, malgré l’ambivalence, de plus forts effets sur l’impression de luxe associée à la marque et sur les intentions de la recommander. En collaborant avec des célébrités, les marques sont ainsi invitées à s’engager sur le plan social, en cherchant par exemple à sensibiliser sur les inégalités, et/ou sur le plan environnemental, en limitant leur impact sur l’écologie. • Originalité La complémentarité des deux études – qualitative et quantitative – précise les conditions d’émergence du phénomène d’ambivalence et complète ainsi le champ théorique relatif aux stratégies d’endossement. La distinction de la nature de l’engagement durable permet également de proposer aux marques des recommandations managériales concrètes.","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116011224","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Décisions Marketing , 30 ans de recherche pour la prise de décisions marketing : bilan et perspectives","authors":"Isabelle Collin-Lachaud, Gilles N'goala","doi":"10.3917/dm.110.0005","DOIUrl":"https://doi.org/10.3917/dm.110.0005","url":null,"abstract":"","PeriodicalId":274504,"journal":{"name":"Décisions Marketing","volume":"89 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116482855","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}