La valeur perçue par les consommateurs occupe une place significative dans les réflexions actuelles des praticiens et des chercheurs en marketing. Cependant, la diversité des recherches et l'absence d'un cadre théorique unifié nécessitent un travail de clarification. Cet article propose ainsi d'identifier, à partir des définitions et approches de la valeur, des critères de classification et de caractérisation de cette notion. Puis, la comparaison avec d'autres concepts proches amène à resituer la valeur perçue au sein d'un réseau de relations. Enfin, les implications managériales, liées à l'analyse de la valeur perçue, sont soulignées.

This research investigates the relationships among price perceptions for different brand types (national brands, standard store brands, regional store brands, organic store brands), shopping value dimensions (quality, price, social, and emotion value), and store loyalty (retention and word of mouth (WOM)). A comprehensive model depicts determinants of customer store loyalty. Using structural equation modeling, the model test includes 671 consumers intercepted during shopping trips. The data analysis yields several surprising results. In particular, low product price perceptions do not necessarily signal negative store quality evaluations. Shopping value dimensions influence store retention loyalty and WOM behavior differently. Furthermore, different brand types exert distinct effects on the value creation process. Favorable prices for national and standard store brands have comparable positive effects on store price value and emotional value creation; appealing prices of regional store brands instead reduce the emotional value of the store, and low prices for organic store brand products significantly increase social value creation.

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Purpose – This paper aims at better understanding the intention to adopt service innovation in a business context by analyzing the nature of perceived value. Design/methodology/approach – This research uses Holbrook's approach on value, applied to a B2B context, in order to better understand the nature of the perceived value of a new service. A qualitative study on 33 firms is carried out through two steps: an exploratory stage and an understanding stage. Findings – The results show different aspects of the service innovation value in a business market, identify various recipients of this value, and underline how the level of newness in the service impacts the nature of perceived value. More generally, this research provides an analytical framework of service innovation value for a firm in a B2B market. Research limitations/implications – This study aims at broadening previous research that studied the perceived value of offerings in a B2B context by considering various types of perceived value of a service innovation. Also, Holbrook's frame of analysis was adapted to the B2B context. In order to make the conclusions more relevant, it would be necessary to enlarge the sample, introduce other service innovations and to carry out a quantitative study. Practical implications – To market their service innovation, companies can adopt a positioning on other criteria than price or quality/performance and communicate with various recipients. Originality/value – The paper highlights the diversity of components of service innovation value (not only economic and functional components but also emotional, symbolic, altruistic, interactional components of value).

Perceived value by consumers takes on particular importance in the current thinking of managers and marketing researchers. However, the variety of research and the absence of a unified theoretical framework call for further clarification. This paper therefore sets out to identify, on the basis of definitions of and approaches to value, criteria for categorizing and characterizing the notion of perceived value. A comparison with other similar concepts then allows it to be considered within a nomological network. Finally, the managerial implications of perceived value are discussed.

Afin de mieux comprendre le comportement du consommateur lors des premières phases d'interaction avec un nouveau produit, un modèle de formation de la valeur perçue d'une innovation est proposé et testé. L'étude quantitative, menée dans le secteur automobile auprès de 828 individus, démontre qu'en amont du processus d'adoption, la valeur perçue d'une nouveauté est seulement influencée par ses bénéfices perçus mais n'est pas affectée par ses sacrifices perçus. De même, les variables individuelles n'influencent pas directement la valeur perçue mais seulement les caractéristiques perçues du nouveau bien.

Background Online communities for patients with chronic conditions are becoming healthcare providers. They gather to offer support and services, and to become a collective oppositional force. We found, however, that these communities and their collective power are rarely studied in the health services management literature, which focuses more on the empowering practices of healthcare professionals or patient participation. The aim of this study is thus to build a better understanding of the nature of patients’ collective empowerment and the processes underlying it. We carry out two exploratory qualitative studies to examine the motivations that drive chronically ill patients to engage in an individual and then collective empowerment process. Methods The first qualitative study involves four semi-structured interviews with experts. The second is a netnographic study carried out over a year on an online forum for people with thyroid disease. The latter has two phases: an immersion phase followed by one that traces the path of 21 forum members from their first message to their recognition as active members or even forum moderators. The data are analyzed through thematic and lexical content analyses. Results We were able to identify the different stages of the collective patient empowerment process and the criteria for progression though this process. Specifically, the first study sheds light on the unmet individual and collective needs of the patients. The second emphasizes the essential role of active contributors and their impact on the growth and power of the community. Conclusions This study looks at patient communities as a self-contained system and identifies the stages of collective empowerment that match the organization’s declared priorities: community, collaborative, productive, and societal. These results should help health professionals better take these online communities into account in patient care, improving their practices, and carrying out their policies. We call for future research into collective empowerment and its influence on patient behavior, the transformation of healthcare institutions, and the health services market.

Perceived value is of primary concern for researchers and practitioners in the business-tobusiness (B2B) and business-to-consumer (B2C) spheres. However, the scientific community's excitement over perceived value, associated with approaches developed in parallel in B2B and B2C, has engendered theoretical confusion about perceived value. To solve these conceptual problems, many researchers developed a unified theoretical framework of value (zoom out approach) at a macro-analytical level. By contrast with this currently mainstream perspective in marketing theory, this article adopts a micro-analytical approach to perceived value (zoom in approach). A comparative approach of literature on value in B2B and B2C leads to crossfertilization between the two areas, while each retains its own features. This zoom-in approach leads to the proposition of a research agenda and allows us to clarify and to enhance the idea of perceived value in B2B and B2C.