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 identification in the luxury sector, we conducted qualitative studies, including observations and interviews with retail […]

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 care and empathy.

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 the concept’s contours and origins. Then, we show how multidisciplinary advancements influence the marketing discipline through […]

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

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 extend the influential work of Low and Fullerton (1994) to […]