Relational benefits of in-store actions: Analysis of the adaptability of a measurement scale of action perceived value

Abstract : This research focuses on in-store actions in hyper and supermarkets in France led by manufacturers’ brands of fast moving consumer goods. It interrogates how manufacturers brands’ can develop relationships with consumers through such actions. It explores perceived benefits of these actions. The literature review highlights different measurement scales of marketing actions perceived benefits. A qualitative study with manufacturers and consumers of fast moving consumer goods identifies relational benefits of in-store actions. Through a quantitative study on 214 French consumers, a measurement scale of in-store perceived value is tested in a context of French retailing of fast moving consumer goods. This scale includes four dimensions: functional, relational, entertainment and exploration benefits.
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Communication dans un congrès
International Marketing Trends Conference, Jan 2014, Venise, Italy
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https://hal-umontpellier.archives-ouvertes.fr/hal-01625989
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Dernière modification le : mercredi 8 novembre 2017 - 01:14:06
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  • HAL Id : hal-01625989, version 1

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Sarah Mussol, Philippe Aurier, Gilles Séré de Lanauze. Relational benefits of in-store actions: Analysis of the adaptability of a measurement scale of action perceived value. International Marketing Trends Conference, Jan 2014, Venise, Italy. 〈hal-01625989〉

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