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Mots-clefs : capital de marque, avis en ligne, intention d’achat, notoriété de la marque, la valeur perçue de la marque,
Résumé : Cette étude a pour but de souligner l’importance des dimensions du capital de marque qui jouent un rôle de médiateur entre les avis en ligne et l’intention d’achat du consommateur. De nombreux consommateurs considèrent les avis en ligne comme une source d’information plus crédible que les autres sources d’information traditionnelles (Fang et al., 2016).
Les consommateurs ont le plus haut niveau de confiance dans les canaux partagés comme les évaluations des consommateurs en ligne ou les médias sociaux. Les consommateurs recherchent généralement les opinions et les recommandations d’autres consommateurs pour évaluer la performance de la marque (Jacobsen, 2018).
“Les dimensions de la valeur de la marque sont affectées lorsque les consommateurs passent en revue diverses évaluations en ligne sur les marques (qu’ils perçoivent comme crédibles) et essaient de les évaluer pour porter un jugement sur la marque (Buil et al., 2013 ; Rios et Riquelme, 2010).”
Conclusion : Cette étude conclut en affirmant que la notoriété de la marque et la valeur perçue, ont un effet de médiation partiel significatif entre les avis en ligne crédibles de la source et l’intention d’achat.
La personnalité de la marque, l’association organisationnelle et la qualité perçue, n’ont eu aucun effet de médiation entre les avis en ligne crédibles et l’intention d’achat.
Dans cette étude les consommateurs indiens utilisent les avis en ligne pour connaître la marque et son rapport coût-efficacité, ce qui influence leur intention d’achat. Les consommateurs indiens préfèrent une recommandation sur le caractère unique de la marque de la part d’une personne qu’ils connaissent personnellement plutôt qu’une recommandation en ligne émanant d’un étranger.
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