Le financement participatif est un appel ouvert au public sur internet permettant de financer différents types de projets, notamment entrepreneuriaux sans passer par l’intermédiation d’une banque. Le crowdfunding bénéficie d’une croissance exponentielle depuis sa diffusion mondiale à partir de la fin des années 2000. Une règlementation aux niveaux européen et français encadre ce secteur touchant à la finance des ménages. Ce type de financement s’exprime sous différentes formes : don/récompense, prêt, investissement en capital dans des proportions bien différentes.
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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