Une expérience pédagogique inédite visant l’acquisition de savoirs, de pratiques managériales et de techniques quant à la régulation du stress et des émotions en contexte professionnel, a été menée auprès d’étudiants de Master 2 en Entrepreneuriat. Deux caractéristiques de cette expérience révèlent son originalité et son bien-fondé :
D’une part, l’articulation pédagogique entre :
– apports théoriques issus de recherches menées auprès de métiers à risques,
– ateliers de résolution de problèmes concrets,
– simulations de situations managériales complexes ou stressantes,
– et acquisition de Techniques d’Optimisation du Potentiel (T.O.P.).
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
