Le traitement de faveur a été relativement peu étudié dans la littérature en marketing, et il l‟a toujours été dans une perspective de fidélisation. Or de plus en plus d‟entreprises ont recours à ce type d‟outils dans une optique de recrutement, lors de la toute première...

This article explores the concept of edutainment, i.e. the tendency of museums to be more fun and interactive for their visitors, especially the younger ones. This article also explores the merchandisation of culture and the entry of commercial brands in museums and analyses the chances and...

Most industries have been losing market share due to the world financial crisis. Even though the marketing strategies of watch makers are constantly studied by BtoC marketers, it is difficult to find a research about theirs subcontractors and the way they are trying to improve their position in...

Today, competition and competitiveness are key factors in economic development. Inserted into a globalized economy, dominated by the laws of the market, the territories have no alternative but to stand out from each other to attract potential investors. (M E, Ferréol 2013). The use of the...

The objective of this article is to propose and evaluate a model aimed at identifying the main success factors of brand substitution. To this end, a quantitative study was carried out in Tunisia with a sample of 340 consumers. The results of this study highlight three variables likely to...

Resistance to changing retail brands is a well-studied phenomenon in the social psychology literature, particularly in the field of brand/brand management. It refers to the propensity of consumers to express opposition or a negative reaction when a brand is replaced by another on the market....

Dans cet article, l’analyse des réseaux sociaux (ARS) est décrite comme une nouvelle méthodologie d’étude des communautés en ligne. Afin d’amener à une meilleure compréhension de l’ARS, une synthèse des recherches antérieures est proposée. Elle détaille les techniques de...

Principalement sous forme de bannières, la communication sur Internet offre des possibilités de communication attractives mais ne représente encore qu’une très faible partie des investissements publicitaires tous média considérés. La mesure de l’audience et sa qualification sont...