La REO est un concept ayant émergé de recherches immersives auprès de professionnels de métiers de services. Revenant sur le concept de régulation émotionnelle individuelle de James J. Gross en psychologie, il correspond aux processus par lesquels les outils de gestion des RH et les pratiques organisationnelles influencent les émotions des professionnels, et la manière dont ils les vivent, les expriment et les régulent. D’un point de vue managérial et ergonomique, ils s’incarnent par un design de la mise en discussion du travail et l’aménagement de sas au sein des zones d’activité.
02:51
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.
- Recherche
- Marketing, Vente et Communication
