La pédagogie active en comptabilité financière permet aux étudiants de s’approprier une matière a priori complexe et inconnue. L’exposition aux concepts et notions et leur répétition par différents biais permettent aux étudiants non seulement d’apprendre, mais de retenir les notions abordées en cours. Le professeur a un rôle de facilitateur dans l’apprentissage, c’est l’étudiant qui est au cœur du dispositif.
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Although consumers rely on their activities to help construct their identity, antecedents and outcomes of consumer-activity identification (CAI) have not been elucidated. This research addresses this gap through the development of a conceptual model that is tested through two studies. Study 1 finds that CAI leads to consumer-brand identification (CBI). Further, CBI mediates the relationship between CAI and brand loyalty. Study 2 expands these findings by understanding the role of brand and activity social benefits as antecedents for CAI and CBI and including a second brand outcome: brand relationship continuance. Taken together, the results indicate that consumers indeed rely on the activities a brand is used within to construct their identity in addition to the brand.
HAWKINS Matthew - Burgundy School of Business |
- Recherche
- Marketing, Vente et Communication