Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research...

Exchanges between Internet users have clearly increased with the proliferation of social networks. That has revalorized Consumer-to-Consumer (C2C) Websites which represent an important information source for clients. With the increase of actors in C2C markets, the reputation of the company is a...

Purpose: This paper aims to explore the virtual experience to understand its components and its effects on consumers’ real world. Design/methodology/approach: Our approach relies on a rarely used projective method: “Album-on-Line” (AOL). This technique allows identifying consumers’...

Purpose: Adopting a customer-dominant logic perspective, the purpose of this paper is to understand how some tourists decide on unusual trips and how they associate meanings to transform their experience into an event. Design/methodology/approach: This research is exploratory and involves three...

Purpose Taking an emerging country perspective, this paper aims to investigate consumers’ preferences for over-the-counter (OTC) drugs, regarding three attributes: country-of-origin (COO), brand status (branded versus generic) and price. The second purpose is to test the effect of COO and...

Purpose – The purpose of this paper is to explore the motivations and inhibitions linked to the entrepreneurial act in Tunisia, a country belonging to the Middle East and North Africa (MENA) region. The findings of such a study help to better understand why new graduates are reluctant to...

Purpose The existing literature dealing with attractiveness during a service encounter focuses on employee attractiveness and its consequences. This paper aims to consider the other side of the coin by focusing on customers’ attractiveness. Design/methodology/approach On the basis of two...

Purpose – The purpose of the current study is to attempt to contribute to the understanding of some socio-cultural factors likely to explain the preference for international products in emerging countries, and more specifically those characterising former colonised countries in the Middle East...

Studies on brand loyalty typically focus on the behavioural side of brand loyalty or on the attitudinal side. Rare are the studies that examine simultaneously both components of brand loyalty. The present study was performed to describe the conjoint contribution of cognitive and affective...

Purpose – This article aims to: conceptualize customer‐service firm attachment; as well as to propose a theoretical framework that provides insights into the formation and development of affectionate ties in customer‐service firm relationships. Design/methodology/approach – Toward these...