Purpose – This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional...

Purpose – For most frequently purchased packaged goods distributed in the super‐hypermarket channel, the store is where a manufacturer's brand can develop its image and its evaluation through an informal control on the purchase experience. Yet, for brands in this sector, better controlled...

Cette recherche porte sur les actions au point de vente. Une étude qualitative menée auprès de professionnels et de consommateurs de produits agroalimentaires en grandes et moyennes surfaces permet d'identifier comment les entreprises peuvent développer des relations avec les consommateurs...