François Marticotte - Academia.edu (original) (raw)

Papers by François Marticotte

Research paper thumbnail of The aftermath of the latest labour conflict in the National Hockey League: the impact on brand equity

International Journal of Sport Management and Marketing, 2009

ABSTRACT Brand equity has been extensively studied. Yet few researches look at the sports industr... more ABSTRACT Brand equity has been extensively studied. Yet few researches look at the sports industry and even fewer at hockey. Our research addresses this weakness. Adopting the Aaker conceptualisation, it evaluates the evolution of the National Hockey Leagues (NHLs) brand equity in the full-season following the cancelled 2004-2005 season. With questionnaires filled by more than 1500 respondents, it demonstrates the transferability of brand equity evaluation scales from consumer goods to sports and the substitution of product buyers with televised sports viewers. Our study clearly shows a fluctuation in the NHL's brand equity in the year following its lockout and an important correlation between the respondents' interest in watching televised sports and their evaluation of the NHL's brand equity. Our findings emphasise the importance for professional sports to negotiate television networks' coverage. We point to a number of future research avenues on brand equity and sports.

Research paper thumbnail of L'ORIENTATION MARCHÉ DANS LE DOMAINE DE LA MODE : CONFLIT AVEC LA CRÉATION ARTISTIQUE

Research paper thumbnail of e-WOM Scale: word-of-mouth measurement scale for e-services context

Canadian Journal of Administrative Sciences-revue Canadienne Des Sciences De L Administration, 2010

In this article, using data from a survey of 218 consumers across two samples, we propose a measu... more In this article, using data from a survey of 218 consumers across two samples, we propose a measurement scale for word of mouth (e-WOM scale) in the context of electronic service. A battery of statistical tests reveals that the WOM construct encompasses four dimensions: WOM intensity, positive valence WOM, negative valence WOM, and WOM content. Our proposed e-WOM scale can be used as a strategic tool for business managers aiming to improve their word-of-mouth marketing strategies. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.Dans cet article, nous proposons, à partir d'une enquête réalisée auprès de 218 répondants, une échelle de mesure du concept de bouche-à-oreille (échelle BAO ou e-WOM scale) dans le contexte de services électroniques. La batterie de tests statistiques réalisés révèle que le concept de BAO comprend quatre dimensions, à savoir : l'intensité du BAO, la polarité positive du BAO, la polarité négative du BAO et le contenu du BAO. L'échelle de mesure proposée peut être utilisée comme un outil stratégique par les gestionnaires d'entreprises de services en ligne désireux d'améliorer leurs stratégies de marketing en matière de bouche-à-oreille. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.

Research paper thumbnail of The Nurturing of Relationships in Commercial and Retail Banking

Journal of Professional Services Marketing, 2000

... François Marticotte is affili-ated with the University of Quebec at Montreal. Kamilia Bahia i... more ... François Marticotte is affili-ated with the University of Quebec at Montreal. Kamilia Bahia is affiliated with the University of Ottawa, Canada. ... 57 Houston, Franklin S. and Jule B. Gassenheimer (1987), ''Marketing and Exchange,'' Journal of Marketing, Vol. 51 (October), 3-18. ...

Research paper thumbnail of The aftermath of the latest labour conflict in the National Hockey League: the impact on brand equity

International Journal of Sport Management and Marketing, 2009

ABSTRACT Brand equity has been extensively studied. Yet few researches look at the sports industr... more ABSTRACT Brand equity has been extensively studied. Yet few researches look at the sports industry and even fewer at hockey. Our research addresses this weakness. Adopting the Aaker conceptualisation, it evaluates the evolution of the National Hockey Leagues (NHLs) brand equity in the full-season following the cancelled 2004-2005 season. With questionnaires filled by more than 1500 respondents, it demonstrates the transferability of brand equity evaluation scales from consumer goods to sports and the substitution of product buyers with televised sports viewers. Our study clearly shows a fluctuation in the NHL's brand equity in the year following its lockout and an important correlation between the respondents' interest in watching televised sports and their evaluation of the NHL's brand equity. Our findings emphasise the importance for professional sports to negotiate television networks' coverage. We point to a number of future research avenues on brand equity and sports.

Research paper thumbnail of L'ORIENTATION MARCHÉ DANS LE DOMAINE DE LA MODE : CONFLIT AVEC LA CRÉATION ARTISTIQUE

Research paper thumbnail of e-WOM Scale: word-of-mouth measurement scale for e-services context

Canadian Journal of Administrative Sciences-revue Canadienne Des Sciences De L Administration, 2010

In this article, using data from a survey of 218 consumers across two samples, we propose a measu... more In this article, using data from a survey of 218 consumers across two samples, we propose a measurement scale for word of mouth (e-WOM scale) in the context of electronic service. A battery of statistical tests reveals that the WOM construct encompasses four dimensions: WOM intensity, positive valence WOM, negative valence WOM, and WOM content. Our proposed e-WOM scale can be used as a strategic tool for business managers aiming to improve their word-of-mouth marketing strategies. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.Dans cet article, nous proposons, à partir d'une enquête réalisée auprès de 218 répondants, une échelle de mesure du concept de bouche-à-oreille (échelle BAO ou e-WOM scale) dans le contexte de services électroniques. La batterie de tests statistiques réalisés révèle que le concept de BAO comprend quatre dimensions, à savoir : l'intensité du BAO, la polarité positive du BAO, la polarité négative du BAO et le contenu du BAO. L'échelle de mesure proposée peut être utilisée comme un outil stratégique par les gestionnaires d'entreprises de services en ligne désireux d'améliorer leurs stratégies de marketing en matière de bouche-à-oreille. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.

Research paper thumbnail of The Nurturing of Relationships in Commercial and Retail Banking

Journal of Professional Services Marketing, 2000

... François Marticotte is affili-ated with the University of Quebec at Montreal. Kamilia Bahia i... more ... François Marticotte is affili-ated with the University of Quebec at Montreal. Kamilia Bahia is affiliated with the University of Ottawa, Canada. ... 57 Houston, Franklin S. and Jule B. Gassenheimer (1987), ''Marketing and Exchange,'' Journal of Marketing, Vol. 51 (October), 3-18. ...