La personnalité des marques explique-t-elle les comportements ? Mesure du concept et investigation empirique de l'influence de la personnalité des marques corporate sur le comportement du consommateur, de l'investisseur individuel et du candidat potentiel à un poste.

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Azoulay, Audrey (2008) La personnalité des marques explique-t-elle les comportements ? Mesure du concept et investigation empirique de l'influence de la personnalité des marques corporate sur le comportement du consommateur, de l'investisseur individuel et du candidat potentiel à un poste. Doctorat Sciences de gestion, GREGHEC - UMR 2959, HEC p.288.

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Résumé

Le but de cette thèse est d’étudier l’impact de la personnalité de la marque corporate sur trois

comportements: le comportement du consommateur, le comportement de l’investisseur individuel et le

comportement du candidat potentiel à un poste. Dans une première partie, nous présentons une échelle de mesure

du concept qui est basée sur une définition stricte du concept et est issue d’une méthodologie reposant sur des

juges experts des marques, et pas uniquement sur l’opinion des consommateurs. Cette recherche explicite les liens

et différences entre les concepts de personnalité, d’image et d’identité, afin de baser l’échelle et le reste de l’étude

sur une conceptualisation de la personnalité de la marque construite en regard des concepts connexes. Nous avons

redéfini le concept de personnalité de la marque comme étant « l’ensemble des traits de personnalité humaine

pertinents et applicables aux marques. »Ensuite, plus de 500 items issus des échelles de personnalité en

psychologie ont été regroupés puis réduits à 29 par étapes successives. L’ensemble de l’enquête porte sur 50

marques corporate. L’échelle ainsi construite (N=475) comporte six dimensions labellisées (I) Agréabilité, (II)

Sérieux, (III) Créativité, (IV) Raffinement, (V) Dissidence, et (VI) En retrait. Dans une deuxième partie, en

utilisant une analyse par régression multiple sur un deuxième échantillon de cadres (N=614) qui sont susceptibles

d’être à la fois des consommateurs, des investisseurs individuels et des candidats à un poste, nous montrons de

manière empirique (1) que la personnalité de la marque influence ces trois comportements ; et (2) que chaque

comportement est influencé par une combinaison spécifique de dimensions de la personnalité de la marque, audelà

des variables de contrôle classiques. Il semble donc que les messages de communication doivent être

différents selon la cible, même si les différents publics sont susceptibles d’être similaires. L’intérêt de cette

méthodologie est que la même personne répond aux questions relatives aux trois comportements. La variation de

l’influence des différentes dimensions sur les trois comportements est donc due non pas à des différences

individuelles, mais à un impact réellement différent de chacune des dimensions sur chaque comportement. Ainsi,

même s’il s’agit de la même marque, l’individu semble classer chacun des trois types de décisions dans des

catégories distinctes.

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