Having clarified the concept of brand detachment, this communication presents the results of our first data collection. The first part of this paper conceptualises the phenomenon of brand detachment : After a succinct presentation of the literature on detachment, we expose our approach of this...

Après avoir clarifié le concept de détachement de la marque, cette communication présente les résultats de notre première collecte de données. La première partie de ce papier conceptualise le phénomène de détachement de la marque : après une présentation succincte de la littérature...

Organizational learning has long been studied. There are numerous approaches. One could believe that there are as many definitions as authors. Such a situation tends to create confusion around this concept and makes operationalization difficult. A few authors, giving themselves a definition of...

The organizational learning, studied in resource-based view, is a strategic resource (Wernerfelt 1984, Prahalad et Hamel 1990, Doz 1990, Teece 1998, Weartherly 2003). Thus, “learning to learn” (Argyris et Schön, 1978), being a learning organization (Senge 1990, Edmondson et Moingeon 1998,...

Attitude toward the Ad is widely used in study of traditional mass media advertising, especially for children. As Internet and web sites become more important, we pay close attention to research on consumer behavior on the web. Therefore, attitude toward the web site is gaining parallel status...

Cet article propose une mesure des motivations envers l’achat d’occasion, forme alternative d’approvisionnement des consommateurs sur le marché. Après avoir défini le concept, précisé les caractéristiques du phénomène et présenté l’intérêt de son approche par les motivations,...

The “We concept” is proposed as a psychographic segmentation variable for products requiring a family-based purchase decision . This research describes the relation of expression of the “We concept” facets with the preferred car image. A scale of the preferred car image (pleasure,...

This article introduces a new concept in the marketing literature, the "we concept" which is based on Kaës's works in psychoanalysis and on psychological research on social identity. It is defined as the global image that an individual attributes to his reference group. The two empirical...