Au vu de l’augmentation des produits religieux et le manque de recherche sur la perception des marques sur ce marché, l’objectif de cette recherche est de mieux comprendre la légitimité des marques généralistes qui proposent des produits alimentaires halal. Pour répondre à cet objectif, nous nous appuyons sur les travaux de Suchman (1995) sur la […]

A l’ère des réseaux sociaux, les entreprises ont compris tout l’intérêt de solliciter leurs collaborateurs en tant qu’ambassadeurs de leurs marques. L’internal branding, ou management interne de la marque, regroupe les pratiques visant à acculturer les employés à la marque, de manière à ce qu’ils adoptent un comportement favorable à cette même marque. Cette recherche […]

The Art of Successful Brand Collaborations: Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause… and More Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations […]

Although brands offer different kinds of rewards through their loyalty programs, little is known about how they can impact consumer-brand relationships and brand attitude. How do loyalty program rewards influence the consumer-brand relationship? And which kinds of rewards establish or maintain closer relationships between consumers and brands than others? To answer these questions, the present […]

The World Health Organization recommends reducing sugar intake in order to improve one’s health. In this spirit, the aim of the present research is to test the impact that dining as a family has on the consumption of sweet food and to compare the results with the impact of dining alone or with friends, at […]