Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "11722"
  #_source: array:26 [
    "id" => "11722"
    "slug" => "temporary-brand-retailer-alliance-model-the-routes-to-purchase-intentions-for-selective-brands-and-mass-retailers"
    "yearMonth" => "2016-01"
    "year" => "2016"
    "title" => "Temporary brand–retailer alliance model: the routes to purchase intentions for selective brands and mass retailers"
    "description" => "NABEC, L., PRAS, B. et LAURENT, G. (2016). Temporary brand–retailer alliance model: the routes to purchase intentions for selective brands and mass retailers. <i>Journal of Marketing Management</i>, 32(7-8), pp. 595-627."
    "authors" => array:3 [
      0 => array:3 [
        "name" => "PRAS Bernard"
        "bid" => "B00000433"
        "slug" => "pras-bernard"
      ]
      1 => array:3 [
        "name" => "LAURENT Gilles"
        "bid" => "B00770447"
        "slug" => "laurent-gilles"
      ]
      2 => array:1 [
        "name" => "NABEC Lydiane"
      ]
    ]
    "ouvrage" => ""
    "keywords" => array:1 [
      0 => "Brand–retailer alliance; temporary alliance; new offer; attitudes and purchase intentions; brand strategy; retailer strategy"
    ]
    "updatedAt" => "2021-07-13 14:31:55"
    "publicationUrl" => "https://doi.org/10.1080/0267257X.2015.1111923"
    "publicationInfo" => array:3 [
      "pages" => "595-627"
      "volume" => "32"
      "number" => "7-8"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "We investigate a common but under-studied practice, the temporary alliance between a selective brand and a mass retailer, online or offline. Using a before-and-after methodology, we show how the attitude towards the new offer of a selective brand at a mass retailer plays a central mediating role. It is influenced by brand–retailer fit and product-category fit. It influences purchase intention towards the new offer, attitude changes towards the selective brand and mass retailer, and therefore purchase intention towards the brand and retailer. We also reveal a counterintuitive direct negative route from product-category fit to changes in purchase intention towards the retailer. To offer important managerial implications, we break out results for two selective brands and two types of mass retailers."
      "en" => "We investigate a common but under-studied practice, the temporary alliance between a selective brand and a mass retailer, online or offline. Using a before-and-after methodology, we show how the attitude towards the new offer of a selective brand at a mass retailer plays a central mediating role. It is influenced by brand–retailer fit and product-category fit. It influences purchase intention towards the new offer, attitude changes towards the selective brand and mass retailer, and therefore purchase intention towards the brand and retailer. We also reveal a counterintuitive direct negative route from product-category fit to changes in purchase intention towards the retailer. To offer important managerial implications, we break out results for two selective brands and two types of mass retailers."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T07:21:58.000Z"
    "docTitle" => "Temporary brand–retailer alliance model: the routes to purchase intentions for selective brands and mass retailers"
    "docSurtitle" => "Articles"
    "authorNames" => "<a href="/cv/pras-bernard">PRAS Bernard</a>, <a href="/cv/laurent-gilles">LAURENT Gilles</a>, NABEC Lydiane"
    "docDescription" => "<span class="document-property-authors">PRAS Bernard, LAURENT Gilles, NABEC Lydiane</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2016</span>"
    "keywordList" => "<a href="#">Brand–retailer alliance; temporary alliance; new offer; attitudes and purchase intentions; brand strategy; retailer strategy</a>"
    "docPreview" => "<b>Temporary brand–retailer alliance model: the routes to purchase intentions for selective brands and mass retailers</b><br><span>2016-01 | Articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://doi.org/10.1080/0267257X.2015.1111923" target="_blank">Temporary brand–retailer alliance model: the routes to purchase intentions for selective brands and mass retailers</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 8.814152
  +"parent": null
}