Chaxel, Anne-Sophie; Bour, Stéphanie; Volle, Pierre - Université Paris-Dauphine (Paris IX) - 2007
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...