In literature, sales promotion effects on brand equity are often documented through econometric models. However, few empirical researches have investigated the consumer’s perception of this specific type of communication. Thus to fill the gap, this work aims at studying sales promotion effects...

Online consumer reviews (OCR) are conceptualized as a specific form of online word-Of-Mouth, gathering both positive and negative information, numerical (ratings) and textual (comments) information, and which are driven by consumers for consumers on Internet plateforms. In this dissertation, we...

Despite of the increasing importance and the high frequency of the action of recommending websites, marketing has not specified reasons for which a person recommends a website more than others, and the determinants of this behavior. Based on an interdisciplinary literature including Marketing,...