Présentation des techniques marketing utilisées pour mieux identifier, cibler et fidéliser ses clients, et les outils … disponibles sur le marché : outils de datawarehouse et de datamining, de gestion des campagnes marketing. Cette nouvelle édition …

this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research … examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N … = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information …

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of … brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to … masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that …

A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i …

and managerial implications of these findings for relationship marketing strategies. …

this article, we draw on relationship marketing literature in order to investigate the efficiency of loyalty programs …