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...

Perception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL)...

In the first section, a literature review on identification enables a clear definition of the "Customer-Company Identification" construct to be given. Then in the second section, the conceptual framework and the main hypothesis are exposed. In the third section, an empirical investigation into a...

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...