Téléphone: 05 61 63 35 00 - Télécopieur:05 61 63 37 98 - URL:http://www.univ-tlse1.fr Université Toulouse 1 - Capitole, 2 rue du Doyen marty 31042 Toulouse Cedex 9 Toulouse, le 14/11/2016 M. GAUTHIER CASTERAN AVIS DE SOUTENANCE Salle des thèses Rapporteur du jury Codirecteur de recherches Directeur de recherches Rapporteur du jury Membre du jury Membre du jury Rôle Nom PROFESSEUR DES UNIVERSITES ASSOCIATE PROFESSOR PROFESSEUR DES UNIVERSITES PROFESSEUR DES UNIVERSITES ASSISTANT PROFESSOR PROFESSEUR DES UNIVERSITES Qualité UNIVERSITE PARIS 10 AARHUS UNIVERSITY UNIVERSITE TOULOUSE 1 UNIVERSITE MONTPELLIER 1 KATHOLIEKE UNIV. LEUVEN UNIVERSITE TOULOUSE 1 Etablissement M. CHRISTOPHE BENAVENT M. POLYMEROS CHRYSOCHOU M. LARS MEYER WAARDEN M. GILLES N'GOALA Mme ANNE TER BRAAK M. ERIC VERNETTE Le: 06 décembre 2016 à 10h00 Soutiendra sa thèse en vue de l'obtention du diplôme Doctorat en Sciences de Gestion Sur le sujet: An empirical investigation of antecedents of brand loyalty: The role of product category, marketing mix and consumer related characteristics in the light of niche brands proliferation. Le jury se compose comme suit: Résumé de la thèse Firms invest heavily in building and maintaining relationships with their customers. This is due to loyal customers being among the most profitable ones for firms. It is thus essential for managers and researchers to understand what drives customers to become loyal. Researchers have investigated brand loyalty antecedents at great length. These antecedents can be divided in three classes: product category, marketing mix and customer-related ones. Despite the large body of research on these antecedents, an update is necessary as markets have been changing in the last decades. One of the major changes has been the apparition and proliferation of niche brands (such as organic and private label brands) that are positioned to serve segments of consumers with specific needs. The aim of this Ph.D. research is to fill these gaps and get a better understanding of what influences brand loyalty in the light of niche brands development. We specifically focus on two types of niche brands: organic and private label brands. This Ph.D. research is comprised of four studies, each one investigating one class of antecedents. Our results first enable us to reassess the effect of certain antecedents of brand loyalty using recent panel purchase data. It also gives us some insights on the role of niche brands. It shows that the proliferation of niche brands and more specifically the proliferation of private label brands has an effect on brand loyalty at an aggregate level. In the same way, niche brands have a moderating effect on the impact of some antecedents of brand loyalty. Theoretical, methodological and managerial implications of these findings are discussed. Mots clés Brand loyalty, niche brands, product category-related antecedents, marketing mix-related antecedents, customer-related antecedents, panel data, experimentations

AVIS DE SOUTENANCE - crm-toulouse.fr · AVIS DE SOUTENANCE Salle des thèses Rapporteur du jury Codirecteur de recherches Directeur de recherches Rapporteur du jury Membre du jury

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Page 1: AVIS DE SOUTENANCE - crm-toulouse.fr · AVIS DE SOUTENANCE Salle des thèses Rapporteur du jury Codirecteur de recherches Directeur de recherches Rapporteur du jury Membre du jury

Téléphone: 05 61 63 35 00 - Télécopieur:05 61 63 37 98 - URL:http://www.univ-tlse1.frUniversité Toulouse 1 - Capitole, 2 rue du Doyen marty 31042 Toulouse Cedex 9 Toulouse, le 14/11/2016

M. GAUTHIER CASTERAN

AVIS DE SOUTENANCE

Salle des thèses

Rapporteur du jury

Codirecteur de recherches

Directeur de recherches

Rapporteur du jury

Membre du jury

RôleNom

PROFESSEUR DES UNIVERSITES

ASSOCIATE PROFESSOR

PROFESSEUR DES UNIVERSITES

ASSISTANT PROFESSOR

PROFESSEUR DES UNIVERSITES

Qualité

UNIVERSITE PARIS 10

AARHUS UNIVERSITY

UNIVERSITE TOULOUSE 1

UNIVERSITE MONTPELLIER 1

KATHOLIEKE UNIV. LEUVEN

UNIVERSITE TOULOUSE 1

Etablissement

M. CHRISTOPHE BENAVENT

M. POLYMEROS CHRYSOCHOU

M. LARS MEYER WAARDEN

M. GILLES N'GOALA

Mme ANNE TER BRAAK

M. ERIC VERNETTE

Le: 06 décembre 2016 à 10h00

Soutiendra sa thèse en vue de l'obtention du diplômeDoctorat en Sciences de Gestion

Sur le sujet: An empirical investigation of antecedents of brand loyalty: The role of product category, marketing mix and consumer related characteristics in the light of niche brands proliferation.

Le jury se compose comme suit:

Résumé de la thèseFirms invest heavily in building and maintaining relationships with their customers. This is due to loyal customers being among the most profitable ones for firms. It is thus essential for managers and researchers to understand what drives customers to become loyal. Researchers have investigated brand loyalty antecedents at great length. These antecedents can be divided in three classes: product category, marketing mix and customer-related ones. Despite the large body of research on these antecedents, an update is necessary as markets have been changing in the last decades. One of the major changes has been the apparition and proliferation of niche brands (such as organic and private label brands) that are positioned to serve segments of consumers with specific needs. The aim of this Ph.D. research is to fill these gaps and get a better understanding of what influences brand loyalty in the light of niche brands development. We specifically focus on two types of niche brands: organic and private label brands. This Ph.D. research is comprised of four studies, each one investigating one class of antecedents. Our results first enable us to reassess the effect of certain antecedents of brand loyalty using recent panel purchase data. It also gives us some insights on therole of niche brands. It shows that the proliferation of niche brands and more specifically the proliferation of private label brands has an effect on brand loyalty at an aggregate level. In the same way, niche brands have a moderating effect on the impact of some antecedents of brand loyalty. Theoretical, methodological and managerial implications of these findings are discussed.

Mots clésBrand loyalty, niche brands, product category-related antecedents, marketing mix-related antecedents, customer-related antecedents, panel data, experimentations