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...

Les normes techniques, élaborées par les principaux acteurs économiques, sont d'application facultative. Leur adoption par les entreprises s'explique par les garanties qu'elles fournissent. Le commerce intracommunautaire et, dans une moindre mesure, le commerce international sont régis par...

The aim of this paper is to discuss the theoretical framework of quality management. We propose a conceptual model based on the convention theory. This framework enables to understand the quality as a social construct, but also the reasons why quality is managed by institutions. In this...

Prevailing research works on brand as a person metaphor highlights the existence of brand-sexual associations. However, the impact of such attributions on brand categorization did not receive any attention. This paper is an attempt to explore the importance of brand-sex on consumer’s brand...

The objective of this research is to study the reactions of consumers when faced with a hyperchoice situation. Two experiments were carried out, varying the number of products displayed in a jewelry department. The results show that increasing the number of products has a positive effect on the...

70% of the logos of the 40 largest stocks of Euronext Paris that have been modified in the past 20 years have become more baroque. It is a symptom of the baroquisation trend of consumption, which put brands in the quandary between following the trends of market taste and adjusting the aesthetic...

This work aims to understand the consumers’ attitude towards the brand names changes by analysing the brand representation evolution through three processes of changeovers: merging, substitution or rupture process. The study uses a before-after experimental design on two real brand changes and...

This paper outlines the use of the identity prisma as an historical tool to conduct resarch in marketing. Using the well know French brand DIM, the authors present the permanent brand identity across brand extensions.