Le traitement de faveur a été relativement peu étudié dans la littérature en marketing, et il l‟a toujours été dans une perspective de fidélisation. Or de plus en plus d‟entreprises ont recours à ce type d‟outils dans une optique de recrutement, lors de la toute première...

The global teen market has significant spending power and an important impact on the world economy. However, much remains unknown about the social motivations of teenage consumers and cross-national cultural differences in teenage shopping. This research studies teenage shopping motivations in...

Opinion leaders propel the diffusion of innovation and exert a significant influence on the marketplace. This influence is especially pronounced during adolescence, a period marked by increasing reliance on peers and the emergence of a tension between two countervailing needs: assimilation and...