Research on advertising effectiveness is focused on sales and provides few empirical generalizations on profitability and its antecedents. To fill this gap, we develop an econometric model to capture the impact of advertising at campaign level, using retail panel data coupled with TV audience...

Purpose – This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional...

Purpose – The purpose of this paper is to study the child–brand relationship dynamic in interaction with the relationships children develop with their family, peers and teacher. Design/methodology/approach – In all, six classes in French primary schools are observed for six months. Among...

Cette recherche porte sur les actions au point de vente. Une étude qualitative menée auprès de professionnels et de consommateurs de produits agroalimentaires en grandes et moyennes surfaces permet d'identifier comment les entreprises peuvent développer des relations avec les consommateurs...