Search results for "Advertising"
showing 10 items of 680 documents
Creation of a brand model through SEM to predict users' loyalty and recommendations regarding a public sports service.
2021
Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables in…
Pasta experience: Eating with the five senses - a pilot study
2018
Dried pasta is the Italian food “par excellence”. Traditional foods have characteristics that can stimulate or evoke in the consumer sensorial stimuli and experiences, especially when these foods are consumed in a typical-traditional restaurant. Traditional restaurants can use sensory marketing as a promotional advantage, creating a unique and original atmosphere that can represent their main way of differentiation. The aims of this paper are to know consumer liking with regard to two high quality types of Sicilian pasta, common dried pasta, and whole-wheat pasta, consumed in three different venues of a typical-traditional Italian franchised restaurant, and to measure the influence of envir…
Study of the polysemic term of minerality in wine: Segmentation of consumers based on their textual responses to an open-ended survey
2016
International audience; Over the past 20 years, the word "minerality" has been increasingly used in the description of wines. However, a precise definition of the concept of minerality appears to be inexistent, and no consensual meaning, even among wine professionals, can be identified. Although this word usage seems to spread out from wine professionals to consumers, research on what consumers assume about minerality is scarce. This paper aims to study the various concepts about minerality held-by consumers by using an open-ended questionnaire.A total of 1697 French-speaking consumers responded to an, online survey and their free answers were analysed using statistical textual methods. The…
Colour as a driver of Pinot noir wine quality judgments: An investigation involving French and New Zealand wine professionals
2016
Despite anecdotal reports suggesting an influence of perceived wine colour on wine professionals’ judgments of wine intrinsic quality, there is a lack of empirical evidence on the phenomenon. The major aim of the present study was to investigate the importance of perceived colour as a driver of chemosensory judgments of Pinot noir wines including sensory evaluations of quality and typicality. Twenty-three French and 23 New Zealand (NZ) wine professionals judged Pinot noir wines from France and NZ on a range of attributes including perceived colour (hue, intensity, and brightness), varietal characteristics, and overall wine quality. The wines were evaluated in both standard clear glassware w…
Eating chocolate, smelling perfume or watching video advertisement: Does it make any difference on emotional states measured at home using facial exp…
2019
Type d'article : méthodologie, recherche et revue.; International audience; The recording of facial expressions allows for implicit measurement of emotional states over time. The present study investigated whether these recordings can be acquired, using computer webcams, when testing products at home. Three types of product spaces (chocolates, perfumes and video advertisements) were evaluated at home by 44 subjects using a facial expression measurement protocol. Each product space was composed of three products. The first objective examined the feasibility of such a home-based protocol. The second objective investigated whether several products in the same product space could be characteriz…
Impact of the information provided to consumers on their willingness to pay for Champagne : comparison with hedonic scores
2002
International audience; L'étude a été effectuée afin de comparer deux mécanismes destinés à révéler les préférences des consommateurs : une enchère Vickrey qui mesure la disposition à payer, et un test hédonique classique. A travers ces deux méthodes, l'objectif était d'estimer les effets respectifs des caractéristiques sensorielles et de l'information externe sur l'évaluation de cinq champagnes brut non millésimés. Cent-ving-trois consommateurs ont été assignés au hasard aux deux groupes et ont utilisé l'une des méthodes. Quelle que soit la méthode, ils ont évalué les champagnes à l'aveugle, puis sur la base d'une présentation des bouteilles et, enfin, après l'observation de la bouteille e…
[Qualité attendue contre qualité perçue : arbitrage avec les prix]
2000
International audience; Cet article rend compte d'une étude menée afin de comparer le comportement des consommateurs qui doivent choisir des produits sous contrainte économique, selon deux conditions différentes : quand la qualité perçue est basée sur une attente générée par des images fabriquées et, à l'inverse, quand la qualité perçue est basée sur l'expérience sensorielle en présence d'images fabriquées. Les participants de l'expérience ont été choisis au hasard, dotés d'un budget réel et placés dans cinq situations différentes de prix/budget. Ils ont formulé leurs choix parmi six jus d'orange dans chaque situation prix/budget. Ce travail a été réalisé pour les deux conditions différente…
Internal and external mapping of preferences for commercial lager beers : comparison of hedonic ratings by consumers blind versus with knowledge of b…
2001
Abstract The individual preferences of 170 consumers in six categories of age (20s, 30s, 40s) and gender (men, women) for 24 domestic, imported or specialty lager beers, tasted first blind and then with knowledge of brand and price, were investigated by preference mapping techniques. Internal preference mapping revealed differences in the preferences of consumers, with some consumers preferring domestic or ice beers, and others preferring specialty or imported beers. Hedonic ratings changed significantly from the blind to the informed tasting condition, particularly for consumers in their twenties, thereby documenting the significant role of non-sensory variables in the formulation of a hed…
Perception of wine quality according to extrinsic cues: The case of Burgundy wine consumers
2013
International audience; The value consumers put on specific products depends on the information they can get from experience and from the commercial description of the products. For wine, this information derives mainly from tasting (intrinsic factors) and from the packaging of the bottles (extrinsic factors). The main purpose of this work is to compare different methodologies able to disclose the extrinsic factors playing an important role in wine quality perception of consumers. Twenty-four Chardonnay commercial wines were selected according to different criteria such as origin, denomination of origin and information provided in the label or back label. Forty-eight participants living in …
Experiencing Commercial Videos for Online Shopping
2018
In recent years online shopping has become a popular and convenient instrument for companies to buy and sell products. However, the design of these web-shops does not offer the rich multisensory experiences than physical retailing offers. In the paper we argue that audio-visual contents could provide dynamic multisensory information to offer more engaging experiences to the consumer, but to achieve this goal, audio-visual contents need to be adjusted to the cultural characteristics of the users. Despite controversies regarding universalism of the emotional experiences induced by perceptual processes, we present evidence that suggests cultural modulations of videos experiences. In the report…