Pierre Valette-Florence

Université Pierre Mendès France - Grenoble 2 | UPMF 2

Purpose The purpose of this research is to extend the results of previous studies regarding corporate reputation scales and identify new and specific items relevant for studying global corporate reputation from a customer’s point of view. Design/methodology/approach This research was based on the qualitative projective “Album on Line” (AOL) techni...

Adopting intelligent Conversational Agents (ICAs) as primary service agents for customer support management is increasingly widespread among brand managers. Today, consumers are users of cutting-edge technologies to solve real-time queries, so that, provide an original experience of online services has become a paramount brand management concern. D...

• Objectif Face à la pression croissante des consommateurs, le recours des marques de luxe aux innovations produits conçues en matériaux recyclés se multiplie. Or, luxe et développement durable sont deux notions a priori dissonantes (matériaux de qualité supérieure vs . usagés, utilisation de ressources rares vs . renouvelables, etc.). Ces initiati...

• Objectif Cette recherche se propose de mieux comprendre les antécédents et facteurs amplificateurs du phénomène d’ambivalence dans l’endossement du luxe durable (social vs environnemental). • Méthodologie Une première étude qualitative exploratoire fondée sur la technique l’Album On-Line a permis d’étudier les représentations mentales des clients...

Intelligent Conversational Agents (ICAs) have emerged as a tool for supporting customer service activities in myriad industry sectors. Along with social platforms, virtual agents are the main tool when it comes engaging contact with customers, having an additional advantage of constant availability. Recent forms of communication raised new realitie...

Consumers are becoming more engaged with brands because technology progresses. Chatbots are machine-intelligent conversational agents (ICAs) employing natural language to provide data and services as user interfaces (Brandtzaeg & Følstad, 2017). ICAs have recently gained popularity due to AI, offering social capabilities (Adam et al., 2020). Chatbo...

The present special issue represents the outcome of the Fourth Monaco Symposium on Luxury, organized by the International University of Monaco and OMNES Education. The Symposium is a biennial event that brings together academics and practitioners from around the globe. Due to the outbreak of Covid, the symposium was postponed twice, and a new call...

Psychological distance is pervasive in consumers’ minds and affects their hedonic consumption patterns. However, the literature regarding the effects of psychological distance on hedonic consumption is inconsistent. Three experiments demonstrate that the need to justify is an important moderator. Experiments 1 and 2 show that when the need to justi...

We use machine learning techniques in this study to discover the four scientific production periods related to consumer experience (affective, sensory, and cognitive), proposing research avenues (social agent, parasocial, and credibility).

Intelligent conversational agents (ICAs) with outstanding social skills have become one of the most widely used technologies in recent years of artificial intelligence (AI)-based technology advancement. These have formed a cornerstone for businesses' interactions with customers. Practitioners and academics are becoming increasingly interested in th...

Thaler and Sunstein (2008) propose to encourage the implementation of public policies, particularly in the field of environment, based on nudges. Nudges aim to steer choices in specific directions by modifying individual's decision frameworks (Thaler and Sunstein, 2008). The mobilization of nudges by public authorities and companies is thus growing...

Consumer-brand relationships researchers are manifesting an increased interest in investigating the concept of brand hate (e.g., Fetscherin 2019; Kucuk 2019; Zarantonello 2016). In line with this research mainstream, this paper aims to further discern the mechanism of brand hate by studying the trajectories of brand hate across generations. More sp...

This paper investigates causal relationships between management control system (MCS) practices and performance in French Riviera hotels. The current literature presents mixed and contradictory findings regarding the relationships between delegation, performance measurements in incentive systems, and performance, both non-financial and financial. We...

Purpose The purpose of this research is to challenge the popular belief among luxury practitioners and researchers that millennials are a homogeneous and disruptive generation of consumers which is redefining luxury according to its terms. Design/methodology/approach This study first presents comparisons of luxury perception among 1,450 actual lux...

The aim of this paper is to develop and validate a consumer-based food label equity scale. The paper is based on a literature review of brand equity and food labels, one qualitative study, and three quantitative studies. Partial least squares analysis is used to clarify the hierarchical structure of the proposed food label equity scale. The propose...

As artificial intelligence (AI) and machine learning techniques have evolved to improve Natural Language Processing, human language understanding has enabled human-machine communication tools to be increasingly deployed by brands. Conversational agents or chatbots are among the most widely positioned in recent years of technological evolution, with...

Product design is at the heart of luxury brands. While prior research has focused on the antecedents of product design value perception (PDVP) or on the relationship between PDVP and brand perception, no integrated framework has been developed to bring together the PDVP antecedents and consequences for consumer–luxury brand relationships. Based on...

Based on branding and place branding frameworks, we build a comprehensive model which allows the unraveling of the mechanism by which behavioral intentions toward a place brand are formed. Two serial mediation hypotheses are proposed and tested from the perspective of (prospective) residents. Conducted on a sample of residents of a French city (N =...

To pursue growth, luxury brands are expanding their markets, but such expansion puts their exclusivity at risk. To offset this threat, leading luxury brands systematically increase their average prices, such that their profitability depends on luxury consumers’ sustained acceptance of high prices. This pricing strategy requires luxury brands to det...

Purpose For as long as luxury has existed, it has been criticized, by philosophers and moralists, who condemn self-indulgence, hedonism and vanity. Yet these concerns have not prevented the remarkable expansion of the luxury sector, evidence that most buyers revel in unashamed luxury. Modern economists point out the link between the development of...

Mesure de l'affinité entre marques et magazines basée sur leurs personnalités en vue de construire un plan média qui maximise l’affinité avec la marque en termes de personnalité.

Whereas the current literature has focused on the relationship between consumers and smart objects after the purchase (Verhoef et al, 2017; Hoffman and Novak, 2018), this research focuses on the consumer-smart object relationship before usage. This research represents the first step of a larger project aiming to build up a smart object anxiety theo...

Food waste is a burning issue, one that is both local and global. Although most consumers hate wasting and do not intend to waste, they still end up wasting food. By focusing on routines that prevent waste rather than on waste behaviours, and by defining and measuring consumer concern for food waste (CFW), this study seeks to address this apparent...

Purpose This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand betrayal feelings and brand hate, and identifies two response routes leading to consumer avoidance and revenge....

Terroir is a unique combination of a limited geographical area, with its particular characteristics (type of soil, sunshine, etc.) and the specific culture and production expertise of its inhabitants (Bowen and Zapata 2009). Terroir perception is known to transmit an artisanal quality to the product (Kupiec et Revell, 1988), willingness to pay a p...

Terroir is a unique combination of a limited geographical area, with its particular characteristics (type of soil, sunshine, etc.) and the specific culture and production expertise of its inhabitants (Bowen and Zapata 2009). This research investigates the perception of terroir by wine consumers and how this perception will affects their behaviors....

Wine perception and consumption are drastically changing in France, before considered “as food,” wine is now considered “pleasure.” A wine choice is strongly driven by the perception of its terroir of origin. Terroir has the ability to carry symbolic meaning, expertise, authenticity, etc., which will infer on the wine’s perception. Nevertheless, to...

Consumers often make decisions and tradeoffs in their daily lives between pursuing pleasures or distancing themselves from these, both of which have an impact on their subsequent actions. The current research attempts to answer questions about consumption of hedonic and utilitarian products, and how individuals adapt their perceptions of these expe...

In the last decade, the widespread access to the Internet has favored the emergence of anti-brand communities that allow customers to express their hate feelings towards companies, their employees and their brands (Kucuk 2016). According to Kucuk (2007), brand hate affects the brand’s identity and image, and consequently has an impact on consumer d...

While Local Exchange Trading Systems (LETS) are regularly cited in the literature on collaborative consumption, they have paradoxically rarely been studied by researchers in the field of marketing. In France, although LETS, or SELs ( Systèmes d’Échanges Locaux), continue to develop, they suffer from high member turnover. This raises the question of...

Purpose This study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions. Design/methodology/approach The study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering the perio...

Abstract Purpose This study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions. Design/methodology/approach The study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering...

Based on the concepts of brand personality and emotion, this article focuses on their respective impacts on the main variables of brand relationship, trust, attachment and overall commitment with the brand. Based on a large panel of consumers, the statistical processing was conducted according to a covariance structure analysis (CSA) or a partial l...

This research looks at the concept of brand heritage as a branded representation of the past and its influence on cognitive and affective responses. Although numerous items of research mention brand heritage, the subject still lacks conceptual clarity. This paper aims to address this gap and to build a scale measuring its perception by consumers. T...

Les SEL, ou Systèmes d’Echanges Locaux d’échanges locaux, sont régulièrement cités dans le cadre des travaux sur la consommation collaborative mais ont paradoxalement rarement été étudiés par les chercheurs en marketing. Alors que les SEL continuent à se développer, ils font face à un fort turnover. Au point de se demander si les SEL existant répon...

Résumé Adossé aux concepts de personnalité de la marque et d’émotions, cet article s’attache à montrer leur incidence respective sur les principales variables de la relation à la marque, la confiance, l’attachement et l’engagement global envers la marque. Basé sur un panel conséquent de consommateurs, les traitements statistiques sont conduits selo...

The composition of a person’s identity and its juxtaposition within the social world is a central tenet in marketing, psychology, and sociology (Cherrier & Belk, 2015; Friedman, 1990; Hall, 1994; Wilk, 1997). Consumers often make decisions and tradeoffs in their daily lives between pursuing pleasures or distancing themselves from them, both of whic...

Le terroir d’origine d’un produit peut avoir un impact fort sur son évaluation par un consommateur. Cet impact est dû à des inférences entre l’image du terroir et la qualité perçue du produit. Cette dernière est composée d’une dimension liée aux caractéristiques biophysique de son environnement et une liée aux hommes qui le peuplent. Quels sont les...

The growth in the luxury sector has called for identifying new customer segments and assessing which factors lead consumers to choose between authentic luxury products and counterfeited goods. The current research analyzes the motivations and purchase intentions of individuals to consume authentic or counterfeit luxury products, based on their psyc...

Since 1990, luxury market growth has mainly come from emerging economies, due to the growing number of consumers who have achieved sufficient purchasing power to acquire brands, thereby fulfilling their needs for pleasure, social recognition, and superior quality, including sustainability. With a sample of 3217 luxury buyers from six countries, bot...

Rooted in a multi-method approach, both qualitative and quantitative, two successive studies were carried out to determine the relationships that consumers establish with their luxury products. Two fields of application were considered: second-hand luxury products and first-hand luxury products. Study 1 was based on the projective “Album On Line” t...

Ferrari was inspired by the designer Pininfarina. Louis Vuitton relies on the know-how of designer Nicolas Ghesquière. Apple has become inseparable from Jonathan Ive. Through its “Mastery of Art” exhibition, the National Museum of Modern Art in Kyoto draws a parallel between Van Cleef and Arpels products and masterpieces of Japanese design. Design...

The customer-based online reputation is an invaluable asset for the success of firms online. Reputation increases the customer’s perceptions of the product quality, encourages customers to share a positive WOM (Hong and Yang 2009), and retain those customers (Fombrun and van Riel 1997). The customer-based online reputation is defined as the assessm...

Despite some temporary slowdowns, variations by region, and slower growth rates in recent years, the modern luxury market has shown striking growth worldwide since 1994. One determinant of this growth is luxury brands’ efforts to sell not just function or performance but also dreams of a privileged, exclusive life, achieved through the ownership or...

In marketing research, the term “fashion” has been shown to have a double meaning. It is mostly used as a synonym of apparel brands, and rarely as a concept defining the degree of a brand's fashionability. Therefore, fashion equity is proposed as a new and complementary approach to brand equity, to help marketers strengthen their strategies. By con...

Purpose: The aim of this article is to elucidate the state of B-to-B marketing research in France by conducting a review of theoretical and empirical studies in this field that have been published over the last three decades. Methodology/approach: Authors identified relevant literature sources, and proceeded with classifying the publications accord...

Building on the signaling theory and its applications in marketing (Erdem and Swait 1998, 2004; Erdem et al. 2006), this research views brand heritage as part of brand signal content (Pecot et al. 2018). Academics and practitioners recognize the increasing influence of heritage in brand management (Aaker 1996; Rose et al. 2016; Urde et al. 2007). O...

Customers admiring celebrities tend to have a more favorable evaluation of the brands endorsed by their idols (Rockwell and Giles, 2009).

The consensus in research suggests a negative correlation between consumer age and counterfeit consumption, explained by younger consumers’ lower income and different values. This study explores this culture-based explanation further by considering the influence of age on counterfeit consumption in the GCC countries, controlling for differences in...

The global market for luxury brands has witnessed sustained growth in the last two decades, driven by purchases from emerging economies such as China and rising upper middle classes. Because luxury is associated with rarity and exclusivity, fears arise about whether continued growth might dilute the leading luxury brands' desirability. Prior studie...

Avec la difficulté d’isoler les participants aux campagnes de crowdfunding, une importante question continue d’alimenter les controverses : Quelles sont les caractéristiques (traits de personnalité, motivations, profils socio-économiques) des crowdfunders (participants aux campagnes de crowdfunding) ? Cette recherche basée sur 6 communautés virtuel...

Celebrity endorsement research mainly focuses on celebrity–brand congruency, presented as a primary condition for the success of these marketing communications. In this view, the consumer functions as an outsider of the celebrity–brand dyad, even though endorsement efficiency depends on psychological processes by the consumer (i.e., identification,...

SEE PUBLISHED PAPER HERE: https://www.researchgate.net/publication/336009650_Brand_heritage_as_a_temporal_perception_conceptualisation_measure_and_consequences While many brand managers claim to make use their brand's heritage, existing research on the matter remains largely focused on the company's perspective. Those engaging with consumers' perc...

Dans un contexte de prise de pouvoir des consommateurs, cette contribution propose une échelle de mesure de la participation. Une revue de littérature et une netnographie ont permis de lister un ensemble de 16 items relatifs aux différentes formes de participation. Après exploration et validation, ce travail présente une échelle articulée autour de...

With the development of the online commerce and the massive arrival of the social networks, practitioners are looking for ways to manage their online reputation. Online buyers cannot touch the product; they rely on extrinsic cues such as reputation. Literature review shows that there is no study that measures the online reputation from the customer...

A large number of studies on counterfeiting explore consumer’s behavior in the consumption of counterfeit articles. But few of them consider luxury brand consumers and counterfeiting. Our study attempts to contribute to this field by studying the reaction of luxury brand consumers in a Moroccan setting. We first suggest the measure of consumer’s re...

Despite a challenging economic climate, tourism is experiencing growth and continues to provide opportunities for many countries through its ability to generate new sources of revenue and create jobs. Nonetheless, many authors have questioned the legitimacy of developing mass tourism. Thus, new forms of tourism (e.g., ecotourism, agri-tourism, and...

A large number of studies on counterfeiting explore consumer’s behavior in the consumption of counterfeit articles. But few of them consider luxury brand consumers and counterfeiting. Our study attempts to contribute to this field by studying the reaction of luxury brand consumers in a Moroccan setting. Concerning the methodological facet, we first...

Although online reputation has attracted significant attention among marketing practitioners, research in this area is still limited. In this chapter, the authors examine the antecedents and consequences of online reputation from the customer’s perspective. A structural equation modeling approach is used to test the model based on data from a surve...

This research investigates the feelings linked to the transmission of luxury watches from father to son. Based on three studies, an iterative content analysis of individual discourses investigates the three stages of the gift-giving process (Sherry, 1983). Study 1 investigates the gestation stage through the discourse of 15 fathers who offered thei...

This study investigates the role of nostalgia in the consumer-brand relationships in the luxury sector. Results indicate that the nostalgic luxury car brands (vs. futuristic luxury car brands) lead to stronger consumer-brand relationships. Moreover, brand nostalgia has a direct positive effect on brand attachment and separation distress. Brand atta...

Recent advances (Dijkstra and Henseler, 2015a, 2015b) have introduced methods that provide consistent PLSc estimates. In parallel, Becker et al. (2013) propose a novel prediction oriented segmentation (POS) approach which by taking into account unobserved heterogeneity increases the predictive power with regard to the dependent variables. Hence, th...

Purpose Luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is lost, what other levers still sustain desire for these luxury brands, nurture their dream and, thus, prevent the dilution of desirability created by their growing pen...

Competition among companies to attract and retain customers is increasing exponentially, thanks to the power of internet. This exacerbated competition has forced companies to find innovative ways to differentiate their marketing argumentation from those of competitors and put aside the classical tools. A company’s objective of a higher profit margi...

A key feature of the luxury industry is its ability to sell dreams, such that consumers often refer to luxury products as desirable dream objects. This study aims to assess the empirical validity of this proposition. Does luxury actually fuel dreams? Because brands are manifestations of these dreams, this study examines if the dream value of an exp...

Perception of time is central to many marketing issues, especially for consumer behavior and comparative and international marketing. This reserarch first shortly explores the literature relating to values on the one hand, and time orientations on the other hand. We then use Kahle’s List of Values and a new scale recently built in order to capture...

This article compares two involvement scales : the Personal Involvement Profile scale (Kapferer and Laurent) and the Derived Personal Involvement Inventory scale (Mac Quarrie and Munson).405 people completed a questionnaire concerning their involvement with HI-FI equipment as well as their behavior towards such equipment. The results, analysed thro...

This study examines the effects in the persuasion process of the intensity of personally felt emotions combined with the nature of these emotions according to their three dimensions (Pleasure, Arousal and Domination). More specifically effects on both attitude toward the ad (Aad) and attitude toward the brand (Ab) have been examined dividing the po...

This article aims to replicate Aaker’s research on the dimensions of brand personality. Our study relies on a convenience sample and deals with twelve brands purchased in a French context. By means of principal components and confirmatory factor analyses, Aaker’s scale can be reduced in France to 33 items. Its structure is quite similar to the stru...

This research focuses on the study of three culturally rooted concepts: materialism, personal values and gift-giving motivations. We propose and test a model linking the three concepts (personal values influence materialism which influences gift-giving motivations). Measurement scales are validated by means of a partial disaggregation model and con...

This article tests the relevance of a cognitive route and an affective route for print media brands and measures the impact of brand personality and emotions aroused during the reading of such media on trust, attachment, and commitment. Results point out that brand personality influences key cognitive relational concepts whereas emotions essentiall...

This article investigates the impact of price display in the luxury sector, which has always been thought of as "bad practice" in luxury marketing but never explored empirically. Taking an experimental approach, the study shows that in the case of brands in the premium luxury segment, price display may have a positive influence on luxury perception...

This is a study of the effect of social engagement on responsible tourist behaviour. We also examine the mediating role of responsible public management of tourism, involvement in responsible tourism and the ecological orientation of tourism. This research is based on an overall sample of 656 respondents. Our research hypotheses are tested using st...

Dans cette recherche, nous étudions l’effet de l’engagement social sur le comportement responsable des touristes. Nous examinons en outre le rôle médiateur du management public responsable du tourisme, de l’implication dans le tourisme responsable et de l’orientation écologique du tourisme. L’étude est basée sur un échantillon total de 656 répondan...

Competition among companies to attract and retain customers is increasing exponentially, thanks to the power of internet. This exacerbated competition has forced companies to find innovative ways to differentiate their marketing argumentation from those of competitors and put aside the classical tools. A company’s objective of a higher profit margi...

The main purpose of this research is to define the internal stimuli of customers to pay more for customized products. To test the research propositions, 4 experiments are designed with a total number of 291 participations. The results reveal that increasing customers feeling of uniqueness through mass customization impacts their overestimation of o...

Purpose- The main purpose of this research is to define the internal stimuli of customers to pay more for customized products. We demonstrate customer’s higher willingness to pay comes out from overestimation of product uniqueness; spotlight effect is presented as a proper proxy to measure this overestimation. Design/ methodology/ approach- To test...

This paper presents a cross-cultural extension of a “time-styles” scale, designed for capturing individual time orientations (economic time, unorganized time, orientation toward the past, orientation toward the future, mastery of time, usefulness of time and time anxiety). The scale has been tested in the case of a developing country, Tunisia, wher...

This article aims to show the potentialities of means-end chain analysis for cross-cultural research. By means of the tandem use of correspondence analysis and cluster analysis, this work attempts to uncover the major attributes → consequences → values chains for perfume purchases which may exist among four European countries (France, Italy, German...