Cette recherche s’intéresse au concept polymorphe de la proximité, appliqué à la relation entre la marque et ses clients finaux. Grâce à une revue de la littérature et à dix-sept entretiens avec des professionnels dans des secteurs variés, notre objectif est de mieux appréhender les stratégies de proximité mises en oeuvre par les marques et […]

Cause-related marketing (CrM), defined as a firm’s communication activities designed to promote a consumer good or service by including an offer to contribute a specified amount to a designated nonprofit cause, has become a preponderant practice. In tandem with the development of CrM activities, criticism of CrM has increased; critics note that some CrM claims […]

Notre recherche étudie l’ambivalence des consommateurs à l’égard de l’achat et de l’utilisation des objets connectés. Une étude qualitative en deux phases (composée de 22 entretiens individuels et de 2 groupes focus) explore les dimensions de l’ambivalence (facilité, intelligence, lien social et affect). Plusieurs schémas d’ambivalence émergent en fonction du lien existant entre le consommateur […]

Although a large body of research investigates how consumers use goods to signal their status, little is known about how brands manage status. The very few studies that do look at this are grounded in the traditional conception of status and focus on the possession and display of status signals. The authors offer an alternative […]

This article identifies specific forms of fetishistic enchantments produced by practices culturally specific to modern consumer culture. The authors show that magical practices are constitutive of two fetishistic marketing constructs: the consumer and the human luxury brand. Marketing magic enacts relations between man and the transcendent by bringing consumer personas ‘to life’ and manifesting ideals […]