Our goal is to understand whether, and under which conditions a customer can feel betrayed by a brand, as it may happen in an interpersonal context; it is also to show that this feeling is quite different from other reactions, such as dissatisfaction. We then try to find the determinants of this...

A pour but d'exposer les principaux concepts permettant de décrire et de comprendre le comportement des consommateurs afin de prendre les meilleures décisions marketing. Analyse des décisions concrètes prises par les services marketing pour montrer la façon dont elles répondent aux...

This research aims to help commercial web sites' manager to improve the performance of marketing investments in the development of traffic, amounting to more than 10% of sales. To do this, we present a typology of the process of choosing a merchant web site in order to highlight two major issues...

A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e. Customer-Company Identification. It is defined as the process whereby customer’s beliefs about a company become self-defining and whereby he defines himself by the same attributes...

The short-term effect of store-level promotions (weekly flyers, radio and outdoor advertising) on grocery store choice is investigated. We estimate household-level multinomial logit (MNL) models of store choice on panel data, using promotional variables, loyalty, and moderating variables. The...