Relationship marketing is based on the assumption of the customers’ commitment. This commitment may be multidimensional, with an affective dimension and a calculative one. Commitment is shown to be linked to trust. Relationship marketing has not paid a lot of attention to psychological...

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the...

News unregulated offsets are emerging as the latest form of countertrade. A theory of countertrade evolution is proposed. Level of economic development is a key variable. Countertrade impacts on export firms are then deducted. Three case studies show a sucessful management of the « New offsets ».

The transition to retirement involves various disruptions, notably use of time and temporal perceptions. First, a qualitative study explores links between temporal perceptions and subjective experiences of retirement. Then, a quantitative study tests the influence of individual time perception...

Consumer procrastination has ermerged as important individual variable along multiple situational variables to explain purchase delay. This article provides an analysis of consumer procrastination using a semiotic approach. It clarifies the differences with other deviant behaviors such as...

This paper outlines the use of the identity prisma as an historical tool to conduct resarch in marketing. Using the well know French brand DIM, the authors present the permanent brand identity across brand extensions.

The concept of congruence has been recently introduced in sponsorship research, whereas it has been already widely integrated in the literature on brand extensions or advertising effectiveness. We will show the importance of this concept defined through the two dimensions proposed by Heckler and...

Recent research on purchase delay have developed numerous situational and individual causes. This paper proposes Consumer Procrastination to conceptualize the individual factor which influence people to chronically delay their purchases. Consumer Procrastination is measured with a new scale. An...

This conceptual article presents the current criticisms to relationship marketing and important concepts developed in marketing and psychology to understand consumer reactance toward services packaged as formal contracts. A first part presents the numerous questions that researches are raising...

While delayed purchase is common with consumers, classical consumer behavior models don't explain why some consumers are enacting their purchase intentions faster than others. Delayed purchase is not totally captured through statistics oriented research. This article proposes to consider two new...