By means of qualitative studies of ethnic consumers with Moroccan, Tahitian, Turkish and Congolese backgrounds, this article demonstrates that ethnic consumers in France are experiencing reculturation through consumption, using products, brands and points of sale to negotiate this re-discovery...

Rarely studied in marketing, leisure companions represent a significant aspect of the leisure servicescapes experience. In leisure places, companions can be defined in terms of their presence (v. absence), number, and identity (spouse/friend/family members). This article reviews previous...

Using virtual worlds, this paper examines the link that exists between individuals and their avatars in terms of identity. The outcomes of the study suggest that virtual worlds and the social and business interactions they offer are tools to build consumer identity. An exploratory qualitative...

The aim of this article is to enlight the relevancy of the concept of place attachment in order to qualify the affective relationship between consumers and service areas, particularly leisure places. This paper reviews the overall results obtained so far by researchers and highlights the...

Previous research on loyalty programs is mainly characterized by the use of panel data and measures of repurchase behavior. This is a rather short-term approach that contrasts with the objective of strengthening retailer-customer bonds. In this article, we draw on relationship marketing...