Contenu du sommaire : Spécial Marketing

Risk time : a marketing step of a tourist destination facing the new world wide tourist context This article attempts to supplement existing practices of tourist marketing by a new way of reflexion on the marketing step of a tourist destination adapted to criminal and medical risks. This reflexion leads us to identify the news consumers behaviours facing this current omnipresent risks by analysis of quantitative information of Vietnam tourist demand in the Southeast Asian tourist context ; then to question on specificities of tourist marketing ; and finally to reflect on principal ways to succeed such a marketing step. The methodology selected is based on documentary and non-empirical methods, with a multi-field review of literature. However, in order to permit us to treat the matter raised in this contribution, we must revise books, reviews, magazines, newspapers, etc relating to the three principal following topics : studies on the consumer behaviours, tourism management and risk management in the sector of tourism, marketing and tourist marketing.

Brand personality, a strategic way for the market of women's ready-to-wear This empirical survey based on a sample of 225 young women aged between eighteen and twenty four years, shows that we can use the concept of brand personality for the segmentation of ready-to-wear market and for the strategic positioning choice of brand clothes. The study examines psychological antecedents of brand personality which would improve the accessibility of consumer segments. The results of the study contradict in particular the hypothesis which states that personal values predict the brand personality. By contrast, the results of this study show the impact of gender identity on the masculinity dimension of brand personality ; they also reveal an essential influence of brand sensibility and especially of product involvement, on the perception of many dimensions of brand personality and on the intensity of personality features.

Relationship between satisfaction and brand loyalty : an empiric research near Tunisian yogurt consumers This article have as objective analysis the nature of relationship that exists between satisfaction and brand loyalty. The question that calls out to us is the following : is satisfaction involve automatically brand loyalty ? Otherwise, relationship between satisfaction and brand loyalty positive ? If yes, is the degree of satisfaction can distinguish the faithful customer than less faithful ? In fact, if this relationship can seem simple in the very first place, and if the majority of empiric studies conclude to a positive relationship between satisfaction and brand loyalty, some research workers break seriously about this assertion and bring out that satisfaction explain most certainly intention of buying back but not the loyalty behavior. That is justly opposition between importance of stake of development customer loyalty to firms, and, divergence of research results on the nature of this relationship, that excite our interest to this subject. The results of our research show that exist positive relationship between satisfaction and brand loyalty, but this relation is not systematic. Indeed, in addition of internal elements like of the search variety, some external elements linked to buy situation and controllable by firms can adulterate this relationship. It move about in our research of the no-availability (or the stock rupture).

Verbal investigations techniques and methodological bias : elderly and their no-reponses cases In many management fields, elderly behaviours, performances, attitudes and opinions studies become an important theoretical and managerial issue. In this way, this article underlines a methodological problem appearing when verbal investigations techniques (questionnaires, interviews), which are often employed, are used on this population. More precisely, this work recalls cognitive bias due to the age (decreasing capacities of perception, attention, memorisation and comprehension). Our experimentation shows a cognitive bias (no-response bias) which increases with the length of the questionnaire. methodological bias

A supermarket that may sell its own ethics products, what about consumers perceptions ? Retailers has begun displaying their owns brands as ethicals purposes. In this paper we address the issue of how the consumers react to that action when purchasing into hypermarkets. We then study the links between Brands trust attributes and consumers needs, by using semiotics squares, through different interviews. We appreciate consumers'ethical concern, and connect ethical concern with consumers'characteristics.

Adolescent Contribution in Purchase Decisions of Dish Aerials : A Proposed Model including « Socialization Variables » and « Adolescents'Personal Resource » This study plans to examine, by structural equation models, the adolescent contribution in purchase decision of dish areals. Some determinants of adolescent contribution are considered : 1/socialization variables (mother/adolescent communications'quality, father/adolescent communications'quality, and adolescent/peers interaction) 2/adolescents'personal resource. The model exhibits a satisfaisant statistic validity and a desirable level of convergent and discriminant validity. The stability of the model has been confirmed by bootstrap procedure.

An exploratory study of the psychometric properties of the domain specific innovativeness scale in the Tunisian context There is a big number of methods used to identify innovators, i.e. first buyers of new products. The DSI scale (Domain Specific Innovativeness) developed by Goldsmith and Hofacker has been proven to be a good tool to predict consumer innovativeness. It has a good crosscultural validity also. This research is an attempt to check the psychometric properties of this scale in the Tunisian context. An exploratory approach as intended by Fornell is adopted. An application of the classical techniques used to validate a psychometric scale is made. This paper has also a pedagogical interest, since it offers an illustration of the most common used methods in the field.

The Tunisian stores strategies and service quality perception of consumers This research studies the stores strategies that take into account service quality perception of consumers and it identifies the suitable strategy that reconciles between the requirements of consumers'ser vice quality perception and the objectives of stores'managers. The literature analysis has showed that the stores strategies are three : (i) strategy based on service (ii) strategy based on communication and (iii) strategy according to personal. We have showed that theses strategies don't take totally into account the consumers'service quality perception and that is why the consumers are not totally satisfied by stores services. In addition to that, these strategies have got some limits due to service characteristics and to the complexity of service quality perception. We have found that the clientele strategy is the best strategy, which takes into account the quality perception requirements and the objectives of stores managers. By a survey realized, in February 1999, for 200 consumers, in Tunisian stores, we have studied service quality perception for Tunisian consumers. We have identified five dimensions of service quality perception by Tunisian consumers that are : « Courtesy », « Communication », « Knowledge », « Competence » and « Credibly ». These dimensions varied according to the socioprofessional categories of these consumers. The « Courtesy » is at the first range and all Tunisian consumers require it. These results help Tunisian stores managers to find the suitable strategies taking into account the expectations of consumers.

Reflexions on making of a guide EDI for SMEs The paper presents a framework on EDI guide in the SMEs development processes. The analysis contributes to establish a conceptual frame to propose and promote a tool which is able to define – with efficiency – links between software analysers and a SME. It is also aimed to justify a matrix issued on Management Science and Re-engineering Science.

Country image : a scale development This study reports the construction and the psychometric assessment of country of origin image. Unidimensional scale was developed, showing a strong evidence of reliability, convergent and discriminant validity. We discuss difficulties to measure the country image and problems of cultural equivalence. Finally, we demonstrate its unidimensionnality, its reliability and its validity with a confirmatory factor analysis using LISREL.

Emotional mediation in the learning by commercial failing cycle In June 2005, the scientific journal Long Range Planning devoted a special issue to organizational failure, with a focus on papers showing that firms are largely encouraged to learn from failures, but that this is often easier said than done. At the same time, the Journal of Organizational Behavior decided to return to a question that is increasingly studied in management science – having been ignored for a long time – that is to say the role played by emotions in organizations. Yet very few authors make the junction between these two research streams. A case study of 41 interviews is used here to underline the role played by emotions in the learning by failing cycle ; specifically there is a proposal of integrating the work done by Weiss & Cropanzano (1996) on the emotional events theory in a behaviourist model of learning by experience.

Obligations to incorporated options : binomial approach Issuers of bonds with embedded options need to price these options. PDE method is not appropriate in this case, because it needs hypothesis far from reality : perpetual bonds, fixed call price, continuous coupon... On the contrary, binomial methods can easily be used for bonds with current features. With the Salomon Brothers binomial risk neutral interest rate tree, it is possible to price the options, to calculate their optimal exerciseand to understand the interactions between multiple embedded options. When a sinking fund and a call option are both included in a bond issue, the application of the binomial method shows a surprising and non-intuitive phenomenon : it can be optimal to call only a part of the issue. The binomial rate tree method can be applied for examination of other embedded rate options non analysed in this article, created by different types of provisions.