Image perçue et attitude envers les marques de distributeur dans les pays émergents : quelle modération de l’association du magasin à une enseigne locale ou internationale ?
Restricted accessResearch articleFirst published online July, 2020
Image perçue et attitude envers les marques de distributeur dans les pays émergents : quelle modération de l’association du magasin à une enseigne locale ou internationale ?
Dans cette recherche, nous étudions les effets de l’image perçue du magasin et de l’image prix perçue des marques de distributeur (MDD) sur l’attitude envers les MDD dans deux pays émergents en fonction de l’association du magasin à une enseigne locale ou internationale. Nous examinons spécifiquement le rôle médiateur des clés négatives (risque perçu) et positives (valeur perçue) associées aux MDD. L’étude est basée sur un échantillon de 1027 réponses collectées au Brésil et au Vietnam. Les hypothèses sont testées à l’aide des modèles d’équations structurelles. Les résultats mettent en évidence un effet direct positif de l’image prix perçue des MDD sur l’attitude envers les MDD. L’image du magasin a un effet indirect sur l’attitude envers les MDD. Le risque perçu envers les MDD a un effet médiateur significatif sur les relations entre l’image du magasin, l’image prix perçue des MDD et l’attitude envers les MDD. En revanche, la valeur perçue des MDD ne médiatise pas ces relations. De plus, l’association du magasin à une enseigne locale ou internationale modère l’effet de l’image du magasin et de l’image prix perçue des MDD sur l’attitude envers les MDD.
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