Author(s) : Tom Hogan_Marie-Laëtitia MANAS

Pourquoi cet engouement pour les réseaux sociaux de la part des consommateurs?

Les consommateurs se sont convertis à cette religion des réseaux sociaux pour de nombreuses raisons: ils sont "spammés" de publicités, de mails. Mais qui croire, que choisir? Les réseaux sociaux sont vus comme un nouvel outil qui va permettre de filtrer l’information. Les consommateurs vont compter sur les like, tweet et recommandations de leurs amis qu’ils considèrent comme plus fiables, pour prendre des décisions personnelles et de consommation.                         

Author(s) : Joel Grannof

Author(s) : Ion Interactive

Author(s) : INIT-MARKETING

Mots clés : confiance, site marchand, site Internet, site web, sécurité, crédibilité, véracité, internautes.

Author(s) : Nototio Gaetano

Author(s) : Ion Interactive

Author(s) : Elena Delgado-Ballester and Jose′ Luis Munuera-Alema′n

Does brand trust matter to brand equity?
Resume
Building a strong brand in the market is the goal of manyorganizations because it provides a host of benefits to a firm,including less vulnerability to competitive marketing actions,larger margins, greater intermediary co-operation and supportand brand extension opportunities.
Brand trust means that there is a high probability or expectancy that the brand will result in positive outcomes for the consumer. Considering brand trust as expectancy, it is based on the consumer’s belief that the brand has specific qualities that make it consistent, competent, honest, responsible and so on. From a managerial perspective, companies have also begun to consider the idea of wining consumers’ trust in order to
build a relationship. In the consumer market, there are too many anonymous consumers, making it unlikely that the company could develop personal relationships with each one.Thus, consumers develop a relationship with the brand, which becomes a substitute for human contact between the organization and its customers. Trust, therefore, can be developed through this relationship with the brand. Based on these ideas, brand trust will contribute to brand loyalty as the maximum
expression of a successful relationship between the consumer and the brand.
as a relational marketbased asset, the analysis of brand equity must also consider the relationships with other members of the value chainincluding employees (especially in service companies), investors or even suppliers. An interesting point is that a firm might build up strong brand equity based on the relationships developed with consumers that could be  undermined by the firm neglecting its relationships with other stakeholders groups. research on branding industrial products has been
limited. The fact that, in today’s competitive business environment, industrial firms are increasingly using branding to differentiate their products and also develop relationships with their customers makes apparent the need of expanding the body of knowledge of the subject.
Therefore,  companies must take care not to promise everything for all people. They have to consider their own capabilities and the desires of their target consumer segments before defining their promises of value. Once they are defined these promises have to be kept consistently, especially when things change quickly and buyers face great uncertainty. trust is built through experience, the more positive experiences the consumer has with the brand, the more trusting he or she is likely to become. history has proven that consumers will give second chances to brands they trust.
Conclusion
Brand equity sits in the mind of the consumer consisting of those associations, attitudes and behaviors linking to the brand. At the beginning of a brand’s life, it should sit in a neutral space – neither trusted nor mistrusted.
References
Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York, NY.
Ambler, T. (1997), “How much of brand equity is explained
by trust?”, Management Decision, Vol. 35 No. 4, pp. 283-92.
Andaleeb, S.S. (1992), “The trust concept: research issues for
channels of distribution”, Research in Marketing, Vol. 11,
pp. 1-34.

Author(s) : Kyle B. Murray; Gerald Häubl

Assumptions and base statements

Incumbent: user’ used interface (either it have been chosen or assigned)

Human skills evolves with practices and habits. By repeating a pattern or using an interface they can get use to the skill level raise.

Cognitive-styles are a main way of thinking while reading this article. The authors take as an example the fact that freedom of choice affects interface preferences, the power law of practice has important implications. Choice and freedom matter in term of skill acquisition.

H1: Task completion time is lower for individuals who were initially constrained to using on interface, as compared to individuals who were always free to choose which interface they used.

Every little thing or detail is important:

– It take less than 50 milliseconds (Lindgaard et al. 2006) for a visitor to form an evaluation of a website

– Saving consumers as little as 15 to 20 seconds in a website can lead to a gain of market share as large as 100%

High skill, from higher practical, for an user imply an equal time-saving in his browsing experience, and so costs gets reduced.

H2: Preference for a particular interface is higher among individuals who were initially constrained to using interface than among those who were free to choose which interface they used.

H3: The effect of freedom of choice on interface preference is mediated by (incumbent interface) task completion times.

While it seems that it is preferable to constrain users’ choices, we have to take care of the psychological reactance. This phenomenon is well known and describe that when users are restrained they create a psychological reactance.

It also infer the perceived ease of use of a particular interface :

H5: The perceived ease of use of a particular interface is lower for individuals who were initially constrained to using that interface than for those who were always free to choose which interface they used.

H6: The effect of initial freedom of choice on interface preference is mediated by the incumbent’s perceived ease of use.

H7: (edited to make increase the understanding)Assuming a new interface is up and choice is given to visitors: previous visitors who were constrained and have created a psychological reactance are mostly expected to change for the new interface, and should perceived the incumbent to be much more difficult to use. No such difference will be noticed among individuals who prefer the incumbent or where free of choice before.

To test these hypothesis they introduce and test a model that links the impact of being able to ether choose or not among different interfaces on the perceived ease of use and users’ interface preference.

The tests lead to a simple ascertainment which is that the psychological reactance is a strong part in the users’ browsing experience. 

It is quite paradoxical because if users are constrained they will be more likely to move on an alternative interface if this choice come up. But they will have more skills and find information quickly compared to users which can choose the interface they want. Moreover it is noticeable that unconstrained users can develop more general skills, allowing them to switch with use between interfaces.

There is many counterparts to the constrained interface, mostly this is about ease of use perception and lack of loyalty for the customers. But even if the psychological reactance is important, we can read that people could also stay even if they have the opportunity to move on because it would be too much of a burden to do so.

Restrictions and constrained applications or interface can lead to some market opportunities for the competitors. The authors smartly pick the Apple’s example with the emphasis of the well known sentence: "Think Different". They used idea of being free to choose an alternative solution to a product which can be overwhelming for the user in a long-term use.

The word of the end is that when users feel that their freedom of choice has been constrained, they tend to react negatively and become more likely to choose a competitor.

Author(s) : Nathalie Veg-Sala, Angy Geerts

 Etudes et résultats : On remarque tout d’abord que la manière de communiquer diffère en fonction des marques de consommation de masse ou de luxe. Pour communiquer, les marques de luxe choisissent le plus souvent des codes et symboles qui racontent une histoire et créent des mythes autour des marques afin de faire rêver le consommateur. L’histoire est stable sur du long terme pour être crédible.  L’enjeu pour ses marques sur internet est d’être présente tout en conservant leur rareté qui fait leur prestige. Il n’y a pas que le produit qui compte mais aussi le service, la communication, l’image qu’il reflète donc l’expérience d’achat. Toute la difficulté pour les marques et de retranscrire cet univers sur leur site internet. 

D’après les études antérieures, les opportunités pour les marques de luxe à réaliser un site internet sont l’interactivité, la possibilité de toucher une population ou encore la créaton d clubs privilèges afin de recréer le côté élitiste. Par ailleurs, les menaces résident dans la difficulté de garder une relation de prestige avec le client, de retranscrire des émotions à travers l’écran (Okonkwo, 2005) et le risque de banalisation de la marque.

L’étude effectuée compare des boutiques physiques  et leurs sites internet sur le message visuel, textuel et le support de communication utilisé. Les marques étudiés sont Hermès et Louis Vuitton pour la maroquinerie, Van Cleef & Arpels et Boucheron pour la haute joaillerie. Tout d’abord, l’univers d’Hermès est traditionnel, rattaché à la noblesse française, avec des matériaux emblématiques comme le cuir tandis que le site internet est enfantin, très centré sur le e-commerce et plutôt incohérent avec l’image de marque.

La marque Louis Vuitton joue sur l’héritage, lesavoir-faire est voyage. Ces éléments  sont retranscrits sur le site avec possibilité d’acheter en ligne mais ce n’est pas ce qui saute aux yeux. Concernant Van Cleef & Arpels, la féérie et le rêve des boutiques et du site internet, poétique et épuré est  en adéquation avec l’univers de la marque et le renforce. Toutefois on ne peut pas acheter de bijoux en ligne. En dernier, Boucheron joue la carte de la marque historique ancrée dans le temps, légitime et innovante. Le site internet est cohérent et se rapproche au plus de boutiques physiques. La partie e-commerce est par ailleurs très présente.

En résumé, il existe différents moyens pour les marques de luxes d’utiliser internet : outil de communication et/ou outil de vente en ligne. Les produits vendables en ligne ne sont généralement pas les plus chers de la gamme.

Conclusion : Internet est devenu un outil incontournable des marques de luxe afin de développer leur notoriété et la communication autour de leur image. Garder une certaine cohérence avec les boutiques physiques (codes, couleurs) et l’histoire de la marque semble primordiale pour leur image et l’arrivée de l’interactivité renforce cette idée de relation et de service du client. Même s’il est possible d’utiliser ce média comme un simple outil de communication, les boutiques en ligne deviennent de plus en plus nombreuses.

Limites et ouvertures : Les marques de luxe ont trouvé une nouvelle façon de donner un côté exclusif à leur produits et à leurs clients en créant des clubs privilèges spéciaux à l’aide de mots de passes spécifiques. D’autre part, seuls deux secteurs ont été explorés. Il serait intéressant d’analyser d’autres prestigieux  environnement comme ceux de la cosmétiques ou de la mode.