International audienceRecent academic studies have reexamined the link between satisfaction and loyalty by introducing actual loyalty behavior. Results of these rare studies are still inconclusive and point out the weakness of the link between satisfaction and behavioral loyalty. This work extends these previous studies by investigating the links between perceived value, satisfaction, attitudinal loyalty and behavorial loyalty. It highlights that perceived value is a better predictor of attitudinal loyalty and behavorial loyalty (number of visits and total sales) than satisfaction. Individual moderating influences are also discussed
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.
Purpose The purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience. Design/methodology/approach A historical review of the development of the concept of consumption experience is conducted from its introduction 35 years ago by Holbrook and Hirschman’s (1982) seminal paper to the most recent advances, including the articles selected for this special issue. Findings First, the authors show that the introduction of the concept of consumer experience was a major (r)evolution on the theoretical, methodological and managerial levels. Second, the authors examine the theoretical risks associated with a biased conceptualization of the consumption experience. Third, the authors highlight future avenues for research on the consumption experience from both macro- (“zoom-out”) and micro-analytic (“zoom-in”) perspectives. Originality/value This paper offers a comprehensive view on one of the most disruptive concepts in marketing theory.
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.
International audienceOne conclusion is widely shared by professionals in the cultural sector: consumer motivations have changed and in particular their relations with cultural products and services. This paper seeks to analyze different trends applied to museums in order to improve the understanding of this “new” cultural audience. Design/methodology/approach – For this trend marketing analysis, seven consumer orientations have been identified (without claiming they are at all exhaustive) after an extended review over the shape of contemporary consumer habits. Besides, the authors wanted to know the opinion of the cultural managers. Each consumer orientation has been evaluated by taking a sample of French practitioners from different areas of the museum sector. Findings – The paper is interesting in that it highlights the gap between actual management practices and practitioners' judgments. Research limitations/implications – The first limitation that should be borne in mind relates to the exploratory character of this paper. In an extremely shifting environment, it is difficult to claim to have successfully identified all of the consumer trends that may criss‐cross the cultural sector. The second limitation of the research is the cultural contingency of the empirical validation. This was done in a French context. Practical implications – The environment (especially the competitive environment) in which cultural institutions find themselves should urge them to take account of changes in modes of cultural consumption in order to reach individuals through an attractive and coherent discourse. Museums have to continue to open up to their audiences. It is not, of course, a question of forcing a change or complexification of the core cultural offer (exhibition), but rather a contemplation of what can be done around that core. Originality/value – The paper offers insights into the evolution of the relation between museums and visitors by analyzing seven consumer orientations. The authors illustrate how museums stray from their original image as a high cultural place. They then show that museums are also revitalizing themselves by redefining the role played by the visitor: from a passive individual to an actor fully interacting in the museum's offer
International audiencePurpose – The purpose of this paper is to identify the structural dimensions of a new museal offer, museoparks, which use edutainment and more generally re‐enchantment strategies. Design/methodology/approach – To bring out the symbolic dimensions specific to these cultural sites, the methodology used is based on the analysis of photographic media. Findings – The analysis reveals four main symbolic dimensions structuring these hybrid cultural offers: spectacularization, immersive character, ritualized character, and very intense merchandizing of the experience. Research limitations/implications – This analysis allows us to update a hybrid, complex and re‐sized form of cultural experience that goes beyond the classic combination identified in the analysis of edutainment strategies (educational and fun dimensions). Practical implications – From a managerial action perspective, this research provides keys to understanding the strategies proposed by the hybrid offers of museoparks; strategies that might inspire many museum managers eager to imitate them. Originality/value – This research provides keys for understanding the logic underlying the structuring of the experience offered by cultural institutions
International audienceWhile the literature has mainly considered brand museums as communication tools or complex retail environments, this article analyses them through a heritage framework and suggests that brands can use heritage technologies of the arts for their own purposes. The case study of the brand museum of the Laughing Cow highlights the heritage technologies the brand uses to endorse two heritage roles: an inter-generational memory role based on the transmission of the brand's history and a community representation role through spaces and objects. As a consequence, this research sheds light on how brands can come to be accepted as heritage objects. By using heritage technologies within a museum, brands can capture heritage functions, and thus no longer fully rest in a market logic: the brand becomes a sacred and inalienable common good
L'expérience vécue par le consommateur fait l'objet de conceptualisations réductrices et normatives en marketing. Cet article défend une conceptualisation plus étoffée de l'expérience vécue fondée sur une interaction lieu-objet et s'appuyant sur le concept de valeur. Une analyse empirique dans le domaine du spectacle vivant est menée en vue de comparer des modélisations concurrentes de l'expérience vécue. Les résultats mettent en avant l'importance du rôle joué par le lieu de consommation comme cadre de l'expérience vécue et confirment son influence indirecte sur la valeur globale perçue. Enfin, ils permettent une validation des différents outils destinés à opérationnaliser ce modèle.
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