This article explores the purposes pursued by the French research in marketing. A scientometric analysis of four AFM Congresses communications reveals the permanence of a powerful managerial paradigm and the recent development of more societal questions. These results are discussed in a...

A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e. Customer-Company Identification. It is defined as the process whereby customer’s beliefs about a company become self-defining and whereby he defines himself by the same attributes...

Within the current context of the Grenelle Environment Round Table, French government advocates source reduction strategies for over-packaging. But, companies wonder about their impact on consumers. Thanks to video recorded observations and interviews with consumers, this paper aims at examining...

Whereas regulations incite companies to reduce over-wrappings, some of them still favour marketing to environmental considerations by over-packaging products. Nevertheless, according to the literature consumers are more and more ecologically concerned. Therefore addressing the issue of...

This doctoral research deals with Participative Operations (PO). They consist for brands in inviting consumers, either to choose new products, feature in advertisements or help develop a new product or slogan; everyone can participate and see others’ participations. Even though PO are popular...

Could eliminating overpackaging from private labels be a lever for a responsible positioning without any effect on purchase intention? Drawing on the attribution theory framework, this research uses an experiment on 217 French respondents and shows that eliminating overpackaging does have an...