In the second episode of our research-video collection titled “In’Search”, Karine Raïes, Professor of Marketing at INSEEC BBA Lyon presents her lastest research analysing the specificity of human behaviors in consumers’ attitudes, using complexity theory.
Does commitment drives loyalty linearly ? Or do combinations of several dimensions of commitment drive brand loyalty more effectively?
Watch her presentation video to find out!
« You are so complex! The interest of complexity theory in the analysis of consumer behavior »
Grohs R., Raïes K., Koll O., Mühlbacher H. (2016) “One pie, many recipes: Alternative paths to high brand strength”, Journal of Business Research, Vol 69, N°6, pp.2244-2251, rank 2 CNRS, rank 2 FNEGE.
Mühlbacher H., Raïes K., Grohs R., Koll O. (2016) “Drivers of brand strength: Configural paths to strong cognitive brand equity”, Journal of Business Research, Vol 68, N°8, pp. 2774-2780, rank 2 CNRS, rank 2 FNEGE.
Raïes K., Mülbacher H. and Gavard-Perret M.L. (2015) “Consumption community commitment: Newbies’ and Longstanding Members’ Brand Engagement and Loyalty “, Journal of Business Research, Vol 68, N°12, pp.2634-2644, rank 2 CNRS, rank 2 FNEGE.
Raïes K, Mülbacher H. and Valette Florence P. “Anticipated Emotions, Perceived value and Booking intentions: A Set-Theoretic Perspective”, submitted to Journal of travel Research in December 2016.
To pursue further, send on e-mail to Karine: firstname.lastname@example.org