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Cet article a pour objectif de tester la transposition d'une échelle de personnalité humaine (Saucier, 1994) sur les marques au moyen d'une analyse factorielle confirmatoire. Notre étude s'appuie sur un échantillon de convenance de 537 étudiants et traite de seize marques achetées dans un contexte français. Une analyse de congruence entre les deux échelles de personnalité montre leur équivalence structurelle; une analyse en composantes principales non linéaires sur les associations entre les traits de personnalité humains et ceux de la marque établit leur équivalence sémantique. Enfin, une analyse canonique généralisée non linéaire permet d'apprécier la validité prédictive de la personnalité du consommateur et celle de la marque.

This article aims to replicate Aaker's research on the dimensions of brand personality. Our study relies on a convenience sample and deals with twelve brands purchased in a French context. By means of principal components and confirmatory factor analyses, Aaker's scale can be reduced in France to 33 items. Its structure is quite similar to the structure Aaker found in an American environment. IntroductionThe adventurous life of a cow-boy in the wilderness is a typical example of the image and the personality a brand like Marlboro seeks to forge, particularly through advertising. Surprisingly, although the study of personality is very old, almost no research was centered on the specific components of the personality associated with brands. Aaker's recent study ( 1997) is, in this respect, an exception and a major contribution.The possibility of extending this American study to the French context was explored. The following questions were thus addressed. Will the same number of factors indicated in Aaker's study be found in a French context? Do the French factors mean the same or on the contrary, do they have a different meaning?In order to answer these questions, this article is articulated around three complementary sections. In the first section, the literature on human personality and its transposition to brands are synthesized. After a description of the data collection procedure, the methodology used in this research, relying mainly on exploratory and confirmatory factor analyses is detailed in a second section. Finally, results are displayed and discussed in a third section, underlining the main theoretical as well as managerial contributions. In the conclusion, re-search limits are pointed out and relevant directions for future research are suggested.

The objective of this article is to assess the impact of a gradual increase in the number of labels appearing on some food products on consumer valuation of the given product. Three empirical studies were designed to measure the effects of using labels to differentiate food products (Organic Farming, Fairtrade, and Label Rouge (a French label that concerns organoleptic quality)) on the willingness of 519 French consumers of honey to pay a premium. These three studies shed light on a complementarity effect, often dominating the effects of redundancy and information overload. This effect differed depending on the features and the number of associated labels, and was influenced by consumer trust in the labels. These findings should encourage producers to associate their products with labels on packaging when they are consistent in terms of reputation but complementary in terms of attributes.

Dans un contexte où les logos apposés sur les emballages des produits alimentaires se multiplient, la présente recherche s’intéresse à l’influence de l’accroissement progressif du nombre de labels sur la valorisation du produit. Trois études empiriques ont permis de mesurer l’influence de l’addition des labels de qualité Agriculture Biologique, Fairtrade et Label Rouge sur le consentement à payer de 519 consommateurs français de miel. Elles mettent notamment en évidence un effet de complémentarité, dominant souvent les effets de redondance et de surcharge informationnelle. Cet effet diffère selon les caractéristiques et le nombre des labels associés et est fonction de la confiance accordée à ces labels. Les enseignements de cette recherche incitent les producteurs à associer des labels sur les emballages, lorsque ceux-ci sont concordants en termes de notoriété mais complémentaires en termes d’attributs.

Montpellier 1. Ces 3 auteurs basent leurs recherches sur le marketing, le comportement du consommateur, la publicité et l'innovation. Décisions Marketing (DM) est une des deux revues de l'association française du marketing (afm). Créée en

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