Karim Errajaa

Ecole Supérieure de Gestion | ESAG · Marketing

This study investigates the relationship between in-store social atmospherics (crowd and employees), satisfaction, and intention to revisit the store and word-of-mouth. We propose a conceptual framework based on the SOR model, considering crowd and employees as the stimuli, satisfaction as the internal response, and intention to revisit and word-of...

Purpose The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and control), an experiment was conducted in a multi-service an...

Store managers tend to select odors based upon their pleasing nature without taking into account the notion of congruence between the odor and the brand image. Studies have explored the effects of odors, but little attention has been paid to olfactory congruence, and even less to olfactory congruence with the brand image. This study investigates th...

La littérature en marketing expérientiel fait le portrait d'un consommateur actif au sein de l'expérience. L'analyse d'une expérience de consommation festive sur le plan sensible montre que l'expérience peut aussi être subie par des non-consommateurs co-présents. Nous appuyant sur une étude ethnographique longitudinale et une analyse phénoménologiq...

La littérature en marketing expérientiel fait le portrait d'un consommateur actif au sein de l'expérience. L'analyse d'une expérience de consommation festive sur le plan sensible montre que l'expérience peut aussi être subie par des non-consommateurs co-présents. Nous appuyant sur une étude ethnographique longitudinale et une analyse phénoménologiq...

Janvier 2018

Purpose This study contributes to greater understanding of the senior market and the cultural differences regarding aging in Western and Asian cultures. The review of the literature highlights the cultural differences toward the concept of aging in Asian and Western countries and describes a useful age concept for investigating senior consumers, na...

Cet article examine l’influence de la congruence olfactive avec l’image de marque sur les réactions des consommateurs. Une collecte de données (N = 303) est menée dans l’espace de la marque multi-services AntiCafé selon un design à 3 conditions (odeur congruente avec l’image de marque vs. odeur non congruente vs. absence d’odeur). Les résultats mon...

L’objectif de cette recherche est d’appréhender l’image de marque d’un espace d’accueil. Pour ce faire, une étude de cas fondée sur une double méthode qualitative (entretiens individuels de citation directe, observation participante, analyse documentaire) et quantitative est menée sur le cas de la marque AntiCafé. Les résultats montrent que l’image...

This paper deals with the study of the companies’ contributions to the “successful aging” thanks to the Internet in the light of corporate social responsibility (CSR). In this purpose, a qualitative netnographic study has been conducted. Our results show the role of the internet as one of the contributing tools of successful aging, the complexity a...

The research explores the sensitive dimension of consumption experience. It allows to study the mechanisms of co-production experience. The case studied is the coffee consumption (generic consumption experience) and the Nespresso brand (brand experience). The conceptualization of the meaning of sensitive consumer experience is suggested through thr...

The modalities and consequences of the collaboration process between older consumers and companies and the role of the internet in this process – An exploratory study This research aims at understanding the modalities and consequences of the collaboration between older consumers and companies in the offers’ co-creation and the role of the Internet...

Consumption experience and structure of a retail cluster imaginary, the case study of a festive consumption urban space How to understand the synergic effect generated by a cluster of small businesses? An ethnomarketing approach from the St Peter’s Square in Toulouse allows to propose an original answer: it generates a consumption and place imagina...

Purpose – The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia as well as the consumers’ nostalgic inclination in the development of new products has not been investigated yet, either for existing products or new ones. Hence, the pu...

The retailers have to enhance sales and to assure consumer loyalty. This paper presents a better understanding of scents’ impact on consumer behaviour. So, it proposes retailers’ practices, a synthesis of previous studies and a qualitative study results’. They show that a presence of fragrance in store can increase consumer’s satisfaction and have...