Purpose – Using Keller's brand equity framework, the purpose of this paper is to investigate the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations....

Using ethnographic interviews and Greimasian semiotics, this study explores second-generation ethnic consumers’ perceptions of physical shopping environments from a cultural identity perspective. It reveals how second-generation ethnic consumers make decisions about where to shop for...

Commerce et distribution : prospective et stratégies, edited by Olivier Badot and Marc Benoun, is reviewed.

If customers’ data are a source of major value for companies, their collection is confronted with the growing concern of consumers about their privacy, particularly on the Internet. The American literature traditionally identifies three groups. The objective of this research is to propose a...

The diffusion of ICT in small businesses remains low (Eurostat 2010) and yet among IT applications, the Internet offers opportunities for such businesses to develop their business activity (Scaglione, Schegg et Murphy, 2009). One issue is whether the Internet can be used effectively by these...

A multi-mechanism sales promotion includes in the same communication several promotion techniques offered either by the retailer or the producer. Framing theory suggests that increasing the number of techniques could increase the perceived value for consumers. A between-subjects experimentation...

This paper explores the persuasive effects of different commercials for an analgesic on members of different age groups. Commercial content was manipulated to be either of (a) factual or (b) evaluative. The impact of these two contents was assessed on members of two different age groups: young...

This qualitative study is the first to confirm the validity of immersion as a relevant concept to capture the essence of online commercial experiences. Our study also highlights the specificities of immersive experiences engendered by virtual reality applications available on commercial web...

Social Networking has become a new buzzword in day to day life of youngsters and gained immense popularity during the past few years. Many network sites such as Facebook and MySpace are claiming to have millions of members and the membership is increasing day by day. The paper aims to understand...

Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. Purchase intentions are correlated and predict future sales, but do so imperfectly. I review and summarize research on the relationship between...