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La marque 2.0: l'humilité comme condition nécessaire de la relation marque consommateur?

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  • Gilles Séré de Lanauze

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Béatrice Siadou-Martin

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

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Suggested Citation

  • Gilles Séré de Lanauze & Béatrice Siadou-Martin, 2015. "La marque 2.0: l'humilité comme condition nécessaire de la relation marque consommateur?," Post-Print hal-01697924, HAL.
    • Handle: RePEc:hal:journl:hal-01697924
    Note: View the original document on HAL open archive server: https://hal.univ-lorraine.fr/hal-01697924
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    File URL: https://hal.univ-lorraine.fr/hal-01697924/document
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    References listed on IDEAS

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    1. Béatrice Parguel & Florence Benoît-Moreau & Fabrice Larceneux, 2011. "How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication," Journal of Business Ethics, Springer, vol. 102(1), pages 15-28, August.
    2. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 333-348, December.
    3. Philippe Aurier & Yves Evrard & Gilles N'Goala, 2004. "Comprendre et mesurer la valeur du point de vue du consommateur," Post-Print hal-02023028, HAL.
    4. repec:dau:papers:123456789/4687 is not listed on IDEAS
    5. Marie-Christine Lichtlé & V. Plichon, 2008. "La fidélité des consommateurs : une tentative de synthèse," Post-Print halshs-00460952, HAL.
    6. Bernard Cova & V. Cova, 2009. "Les figures du nouveau consommateur: une genese de la gouvernementalite du consommateur," Post-Print hal-01822701, HAL.
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