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The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception

Journal of Business Research, 2019

M. Merk & G. Michel


While there is extensive literature on the positive impact of salesperson brand identification, we have little understanding about its negative effects in the luxury context where brand aura can generate deviant behavior. To investigate the negative consequences of salesperson brand identificatio...

A commentary on the treatment of taboo in consumption and marketing

Journal of Marketing Management L. 34(13-14), 1067-1077, 2019

Larsen G., Patterson M., Sabri, O., & Walther


There is a close relationship between taboo, marketing and consumption. Taboos place limits on our ability to access and make use of certain objects, services, ideas and experiences. Similarly, researching taboo topics comes with its own limitations and proscriptions and needs to be handled with ...

Empowerment in marketing: Synthesis, critical review, and agenda for future research

Academy of Marketing Science Review, 2019

Bachouche H. & Sabri O.


We comprehensively review consumer empowerment, which has received increasing attention from academics and has given rise to inconsistent theoretical frameworks. Building on a multidisciplinary approach and a review of power models, we begin with a conceptualization of empowerment, identifying th...

Analyse de données

Vuibert, collection Les Essentiels du Sup, 2018

Simon Porcher, Marie-Eve Laporte, Ouidade Sabri


L’essentiel pour analyser les données avec SPSS® : Cours – QCM – Exercices -Corrigés Les enquêtes et les expérimentations / Les tests statistiques / Les méthodes de prédiction et de classification

Is the brand manager system doomed to disappear in the age of data?

45th EMAC Annual Conference, Oslo (Norvège), 2018

Laporte M-E., Aimé I. et Berger-Remy F


Born in the 1930s, the Brand Manager System (BMS) has become a marketing organization standard through institutional isomorphism. Yet, from the 1970s onward, academics and practitioners have criticized its efficacy and even questioned its relevance in the age of data. Accordingly, our goal is to ...