M. GAUTHIER CASTERAN Soutiendra sa thèse en vue de l'obtention du diplôme Doctorat en Sciences de Gestion Le: 06 décembre 2016 à 10h00 Salle des thèses Sur le sujet: An empirical investigation of antecedents of brand loyalty: The role of product category, marketing mix and consumer related characteristics in the light of niche brands proliferation.
Le jury se compose comme suit: Qualité
Etablissement
Rôle
M. CHRISTOPHE BENAVENT
PROFESSEUR DES UNIVERSITES
UNIVERSITE PARIS 10
Rapporteur du jury
M. POLYMEROS CHRYSOCHOU
ASSOCIATE PROFESSOR
AARHUS UNIVERSITY
Codirecteur de recherches
M. LARS MEYER WAARDEN
PROFESSEUR DES UNIVERSITES
UNIVERSITE TOULOUSE 1
Directeur de recherches
M. GILLES N'GOALA
PROFESSEUR DES UNIVERSITES
UNIVERSITE MONTPELLIER 1
Rapporteur du jury
Mme ANNE TER BRAAK
ASSISTANT PROFESSOR
KATHOLIEKE UNIV. LEUVEN
Membre du jury
M. ERIC VERNETTE
PROFESSEUR DES UNIVERSITES
UNIVERSITE TOULOUSE 1
Membre du jury
Nom
Résumé de la thèse Firms invest heavily in building and maintaining relationships with their customers. This is due to loyal customers being among the most profitable ones for firms. It is thus essential for managers and researchers to understand what drives customers to become loyal. Researchers have investigated brand loyalty antecedents at great length. These antecedents can be divided in three classes: product category, marketing mix and customer-related ones. Despite the large body of research on these antecedents, an update is necessary as markets have been changing in the last decades. One of the major changes has been the apparition and proliferation of niche brands (such as organic and private label brands) that are positioned to serve segments of consumers with specific needs. The aim of this Ph.D. research is to fill these gaps and get a better understanding of what influences brand loyalty in the light of niche brands development. We specifically focus on two types of niche brands: organic and private label brands. This Ph.D. research is comprised of four studies, each one investigating one class of antecedents. Our results first enable us to reassess the effect of certain antecedents of brand loyalty using recent panel purchase data. It also gives us some insights on the role of niche brands. It shows that the proliferation of niche brands and more specifically the proliferation of private label brands has an effect on brand loyalty at an aggregate level. In the same way, niche brands have a moderating effect on the impact of some antecedents of brand loyalty. Theoretical, methodological and managerial implications of these findings are discussed.
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