Recherche et Applications en Marketing-English Edition最新文献

{"title":"Consumer brand engagement: Socio-cultural perspective and research avenues","authors":"Monica C Scarano, Fatima Regany, Nil Özçaglar-Toulouse","doi":"10.1177/20515707231204721","DOIUrl":"https://doi.org/10.1177/20515707231204721","url":null,"abstract":"This research highlights the contributions of the socio-cultural approach to the study of the concept of consumer brand engagement (CBE). To this end, an integrative analysis first traces the main research on CBE. It presents its conceptual construction within the relational and experiential paradigms and highlights the limitations of this literature. Second, a socio-cultural reading of CBE helps to address these limitations. We propose eight research avenues, based on two theoretical approaches: (1) understanding CBE through the cultural resources invested in it and the meanings that are at once identity-related, social and ideological and (2) technological tools and immersive experiential frameworks as socio-technical dispositifs. Managerial recommendations are provided in each of these areas of research.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135390266","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":"How and under what conditions does a transformational manager stimulate the company’s market orientation? The case of Senegalese SMEs","authors":"David Gotteland, Maguette Teuw Diao","doi":"10.1177/20515707231200776","DOIUrl":"https://doi.org/10.1177/20515707231200776","url":null,"abstract":"Market orientation positively affects an organization’s commercial and financial performance in both the short and long term. Why does the manager’s transformational leadership style encourage the emergence of a market-oriented culture in the organization? Under what conditions is this influence stronger? In this research note, we analyze 163 manager–employee dyads in Senegalese Small and Medium-sized Enterprises (SMEs) and show, in line with social learning theory, (1) that the manager’s transformational leadership stimulates market orientation through its effects on the quality of exchanges between manager and employees, and (2) that this indirect effect is positively moderated by the manager’s own level of market orientation (moderated mediation).","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135813826","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":"Les marques devraient-elles cultiver le <i>FoMO</i> de leurs followers sur Instagram en publiant du contenu éphémère ?","authors":"Daniel Maar, Hajer Kefi, Mehmet A. Orhan","doi":"10.1177/07673701231196660","DOIUrl":"https://doi.org/10.1177/07673701231196660","url":null,"abstract":"Plusieurs blogs et sites Web axés sur le marketing des réseaux sociaux suggèrent que, pour les marques possédant un compte Instagram, il peut s’avérer profitable de cultiver l’anxiété de ratage, c’est-à-dire la peur de rater quelque chose (« fear of missing out », « FoMO » en anglais), de leurs followers en publiant du contenu éphémère. En s’appuyant sur une enquête en ligne réalisée auprès de 550 followers de comptes Instagram de différentes marques et sur une expérience basée sur des scénarios impliquant 535 participants, le présent article montre que le caractère éphémère du contenu déclenche le FoMO chez les followers, ce qui influe positivement sur l’engagement et la fatigue envers le compte de la marque. L’engagement (resp. la fatigue) envers le compte de la marque, à son tour, est lié(e) positivement (resp. négativement) à l’attitude envers la marque et à l’attachement à celle-ci. Des analyses plus approfondies révèlent que l’effet total du FoMO chez les followers sur l’attachement à la marque est positif et significatif, tandis que l’effet total du FoMO sur l’attitude envers la marque n’est pas significatif. De plus, le caractère éphémère du contenu a un effet total négatif et significatif sur l’attitude envers la marque. Ces résultats indiquent donc notamment qu’il n’est pas avantageux pour les marques de favoriser le FoMO chez leurs followers Instagram en publiant du contenu éphémère.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135243229","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":"Comment la préférence envers les lettres du nom influence le choix d’un pair dans l’économie P2P","authors":"Camille Lacan","doi":"10.1177/07673701231188612","DOIUrl":"https://doi.org/10.1177/07673701231188612","url":null,"abstract":"Cette recherche examine et étend la compréhension du name-letter effect – ou préférence implicite de l’individu envers les lettres de son nom (PLN) – lors du choix d’un pair au sein de l’économie P2P. En s’appuyant sur la cognition implicite du consommateur, une étude est conduite sur un échantillon de grande taille pour améliorer la validité interne et externe, qui ne sont pas clairement établies dans la littérature existante. Cette recherche met en évidence l’influence de la PLN dans les choix réels des consommateurs et révèle qu’il s’agit d’un antécédent important du choix d’un pair. Les consommateurs sur Airbnb préfèrent significativement réserver un logement auprès d’un hôte dont le prénom ressemble au leur (sur la base d’initiales communes ou de lettres non ordonnées communes) plutôt qu’à tout autre hôte. La PLN augmente avec le nombre de lettres partagées, dans le cas d’un logement du premier niveau de prix et lorsque la proximité avec l’hôte est élevée. Ces résultats indiquent le rôle majeur de cette préférence implicite envers la similarité des noms et induisent d’importantes implications pratiques et éthiques pour le marketing de la personnalisation des systèmes de recommandation.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86125961","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":"Pourquoi et à quelles conditions un dirigeant transformationnel stimule-t-il l’orientation marché de son entreprise ? Le cas des PME sénégalaises","authors":"D. Gotteland, Maguette Teuw Diao","doi":"10.1177/07673701231187218","DOIUrl":"https://doi.org/10.1177/07673701231187218","url":null,"abstract":"L’orientation marché affecte positivement la performance commerciale et financière d’une organisation sur le court et le long terme. Pourquoi le style de leadership transformationnel du dirigeant favorise-t-il l’émergence d’une culture orientée marché dans l’organisation ? Sous quelle condition cette influence est-elle plus forte ? Dans cette note de recherche, nous analysons 163 dyades dirigeants/collaborateurs de PME sénégalaises et montrons, conformément à la théorie de l’apprentissage social : (1) que le leadership transformationnel du dirigeant stimule l’orientation marché à travers ses effets sur la qualité des échanges entre dirigeant et collaborateurs et (2) que cet effet indirect est positivement modéré par le niveau d’orientation marché du dirigeant lui-même (médiation modérée).","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75079286","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":"Quand le soutien social permet d’accroitre l’auto-efficacité alimentaire: une application aux communautés en ligne de perte de poids","authors":"Steffie Gallin, L. Balbo, Marie-Christine Lichtlé","doi":"10.1177/07673701231187353","DOIUrl":"https://doi.org/10.1177/07673701231187353","url":null,"abstract":"L’augmentation du nombre d’individus cherchant à perdre du poids a permis le développement de nombreuses communautés en ligne de soutien à la perte de poids (Weight Watchers, Dukan, etc.). Cette recherche a pour objectif d’étudier l’effet du soutien social reçu dans ces communautés sur l’auto-efficacité alimentaire, en vue d’améliorer le bien-être alimentaire des individus. Après une première étude qualitative menée auprès de 25 utilisateurs de communautés, des hypothèses ont été formulées et testées quantitativement auprès de 335 utilisateurs. Les résultats montrent que le soutien social contribue positivement à l’auto-efficacité alimentaire via deux médiateurs séquentiels : l’identification aux membres de la communauté et la motivation à se conformer aux normes du groupe. Les analyses montrent également que les connaissances alimentaires modèrent la relation entre la motivation à se conformer et l’auto-efficacité alimentaire. Les résultats de ces deux études enrichissent la littérature sur les communautés en ligne et permettent de proposer des recommandations managériales à destination des administrateurs de ces communautés et des professionnels de santé.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85409007","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":"Speeding up the transition to a more sustainable food system: New insights into the links in a system of practices","authors":"Morgane Innocent, Samuel Guillemot, Patrick Gabriel, Annick Tamaro","doi":"10.1177/20515707231175756","DOIUrl":"https://doi.org/10.1177/20515707231175756","url":null,"abstract":"More sustainable food choices are part of a complex system that combines practices, which themselves are interconnected in a network of elements made up of competences, meanings and material devices. This article proposes an innovative method for studying this system through a non-deductive quantitative approach. The research adds to the corpus of the ‘theory of practices’ by defining the concepts of ‘central’ practices (i.e. connected to many elements of the system, such as the practice of buying and cooking sustainable products in the sustainable food system) and ‘peripheral’ practices (i.e. connected in a lesser extent to other elements of the system, such as the practices of anti-waste, growing your own food and the consumption of plant proteins). It also highlights the ‘connector’ role between the practices of certain elements. Finally, based on the current structure of the system of sustainable food practices, the article makes several propositions for speeding up change.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42631084","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":"Sustainable marketing: Let’s accelerate transformations!","authors":"S. Dekhili, Fabien Durif, Aurélie Merle","doi":"10.1177/20515707231180395","DOIUrl":"https://doi.org/10.1177/20515707231180395","url":null,"abstract":"The sixth report put out by the IPCC (Intergovernmental Panel on Climate Change) is beyond alarming. It confirms that climate disruption is caused by human activity and that global warming of 1.5°C above preindustrial levels will be reached as early as 2030. Greenhouse gas emissions have warmed the climate at an unprecedented rate, and the impacts thereof will intensify (IPCC, 2023). A number of other planetary boundaries have been exceeded aside from climate disruption (Rockström et al., 2009; Steffen et al., 2015). The IPCC points to the consequences of unsustainable trends in our production, consumption and lifestyle patterns. In view of the urgency, a profound transformation is required not only of production and consumption models, but also of our relationship to time (Stroude, 2022). Given its pivotal position, at the interface between supply and demand, marketing has a crucial role to play in the way markets evolve. Marketing can and should be a player in creating a better world (Chandy et al., 2021; Dekhili, 2021; Mende and Scott, 2021). The relationship between marketing and sustainability is not new to the scientific literature. For example, to celebrate the 75th anniversary of the Journal of Marketing, Kotler (2011) called for the reinvention of marketing in order to meet environmental imperatives. In 2014, Beji-Bécheur and Özçağlar-Toulouse coordinated a special issue of the journal Recherche et Applications en Marketing on the topic of institutionalizing sustainable development and the emergence of sustainable marketing. Sustainable marketing is based on the premise that the influence and power of marketing and its tools can be used to develop and disseminate market and consumption models that are in line with environmental and social considerations. It involves purposeful action and a process that create value in a combined and systematic way (1) for companies, (2) consumers, and (3) society and the environment. In concrete terms, sustainable marketing consists of integrating sustainability considerations into the brand’s strategic vision and implementing them through the various dimensions of the marketing mix. It also entails supporting consumers to move towards sustainable consumption practices (Dekhili et al., 2021). This approach is in line with the definition of marketing promoted by the American Marketing Association since 2007 and the concept of positive marketing (Gopaldas, 2015). The challenges of sustainability call for a radical shift in marketing research in terms of its meaning and societal impact (Parguel et al., 2018), potentially leading to identifying new objects of study and new metrics. Analytical frameworks and research agendas specific to certain dimensions of sustainable marketing have emerged in recent years (e.g. Eckhardt et al., 2019; Vadakkepatt et al., 2021; White et al., 2019). The challenge now is to push our reflection on approaches and tools that will enable us to effectively integrate sustainability ","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47267638","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":"When suppression is good and reappraisal is not: The boiling point of anger in a service encounter","authors":"Helena V. González-Gómez, S. Hudson, Aude Rychalski","doi":"10.1177/20515707231182488","DOIUrl":"https://doi.org/10.1177/20515707231182488","url":null,"abstract":"Research is still scarce regarding how cognitive appraisals of multiple service failure cues combine to generate customer anger in a service failure context, and the role of emotional regulation strategies (suppression and reappraisal) in mitigating this emotion. Using a vignette experimental method of a service failure situation with 971 participants, we show that appraisals of goal-blocking, other responsibility, and low control act jointly in an undifferentiated way to increase anger in a non-linear fashion and find that emotional suppression is beneficial for coping with anger in situations with multiple anger-evoking cues. Conversely, reappraisal is more effective when there are fewer anger-triggering cues. This result challenges the dominant view that reappraisal is preferable to suppression in coping with negative emotions.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65479947","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":"L’engagement du consommateur envers la marque : perspective socio-culturelle et voies de recherche","authors":"M. Scarano, Fatima Regany, Nil Özçağlar-Toulouse","doi":"10.1177/07673701231180409","DOIUrl":"https://doi.org/10.1177/07673701231180409","url":null,"abstract":"Résumé La présente recherche met en avant les contributions de l’approche socio-culturelle à l’étude du concept de l’engagement du consommateur envers la marque (ECM). A cette fin, une analyse intégrative retrace dans un premier temps les principaux travaux portant sur l’ECM. Elle présente sa construction conceptuelle inscrite dans les paradigmes relationnel et expérientiel et fait émerger des limites de cette littérature. Dans un second temps, une lecture de l’ECM par l’approche socioculturelle permet de répondre à ces limites. Nous proposons huit voies de recherches, autour de deux approches théoriques : i) la compréhension de l’ECM au travers des ressources culturelles qui y sont investies et de ses significations à la fois identitaires, sociales et idéologiques, ii) les outils technologiques et les cadres expérientiels immersifs en tant que dispositifs socio-techniques. Des recommandations managériales sont apportées dans chacune de ces voies de recherche.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83610124","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}