Les responsables de sites marchands cherchent de plus en plus à favoriser l’immersion des internautes pendant l’expérience en ligne. L’objectif de cette recherche est d’étudier les effets des composantes expérientielles des sites marchands comme variables atmosphériques, sur...

Marketing has been given a strong interface and connection role within the literature, creating the assumption of a naturally “open” marketing. However, specifically, the opening of the marketing organization is not so obvious. In a theoretical paper, Day (2011) introduces the Open Marketing...

This doctoral research defines and explores the first memorable encounter between a consumer and a brand. The present research relies on two theoretical roots: multidisciplinary research works about the first encounter, as well as research from the consumer-brand relationship paradigm. Then,...

This doctoral research deals with Participative Operations (PO). They consist for brands in inviting consumers, either to choose new products, feature in advertisements or help develop a new product or slogan; everyone can participate and see others’ participations. Even though PO are popular...

Noting that the use of Internet is not only utilitarian but experiential indeed cultural, this dissertation describes in depth and explains what people lives in their online consumer experiences. This description is done through the three great social and personal changes brought by the advent...

Perception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL)...

Consumption is not only utilitarian but symbolical indeed cultural, this dissertation explains in depth what French young women from Maghreb feels in their ethnic consumer experiences. This research highlights and defines the concept of intercultural inhibition arising at these young women and...

This thesis deals with different problems related to markets with transaction costs and is composed of four parts.In part I, we begin with the study of assymptotic hedging a European option in a local volatility model with bid-ask spread.In part II, we study the optimal consumption problem in a...

After generics, which are copies of chemical medicines, "copies" of already patented biologics (biosimilars) are entering the biologics market and competing with their originators. Many uncertainties remain regarding the development of this newly emerging market, and the ability of biosimilars...

This dissertation focuses on the managerial practices of the Lebanese SMEs leaders. It pursues the overall goal of understanding how, in a crisis marked by rapid change and various uncertainties, these leaders manage to survive and strengthen the resilience of their businesses. From here comes...