We study the effects of fear, shame and guilt on persuasiveness of anti-alcohol messages among young people. We experimentally test three distinct messages, each one focusing on one of the three negative emotions using a total sample of more than a thousand students. Results show that all three...

L'entreprise de services de réseau présente un ensemble de caractéristiques qui permet de discuter la dichotomie formulation/mise en œuvre de la stratégie. Cette dichotomie distingue très clairement la pensée, la réflexion stratégique le plus souvent réservées au top management, de...

Cette communication esquisse une taxonomie des stratégies de responsabilité sociale de l'entreprise empruntant les voies et les moyens de coopération avec des partenaires de statuts divers. Le repérage empirique qualitatif emprunte à des rapports de R.S.E. de groupes, à des analyses...

Les recherches fondées sur les ressources s'intéressent aux efforts réalisés par le management des entreprises pour valoriser et préserver l'avantage stratégique issu de ressources clés. Les auteurs développent alternativement différents concepts comme les ressources, les compétences...

This paper analyzes the role of the brand concept (luxury vs. non-luxury) in the impact of step-down line extension on consumer-brand relationships. A before-and-after pseudo-experimental study conducted on the Internet among BMW and Peugeot buyers shows that step-down line extension negatively...

A large number of studies on counterfeiting explore consumer behaviors in the consumption of counterfeit articles. But few of them consider luxury brand consumers and counterfeiting. Our research attempts to contribute to this field by studying strategies adopted by luxury brand consumers in the...

Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude towards both the primary and the secondary brands and congruence between the brands are important...

Managers increasingly seek to develop brand loyalty through sponsorship activities, though this relationship has not been solidly established. This article models and demonstrates the impact of sponsorship on brand loyalty. The studied concepts and relationships emerge from both the sponsorship...

Based on two experimental studies, this paper investigates the impact of price display in the luxury sector on perceived brand luxury and brand attitude. Using a sample of students, Study1 shows that price display is associated with higher perceived quality, uniqueness, and conspicuousness for a...