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Le don dans la recherche en comportement du consommateur et marketing

Author

Listed:
  • Marine Le Gall-Ely

    (IREA - Institut de Recherche sur les Entreprises et les Administrations - UBS - Université de Bretagne Sud)

Abstract

S'inscrivant à la suite de réflexions anciennes en sciences humaines et sociales, les recherches sur le don en comportement du consommateur et en marketing sont aussi nombreuses que diverses. Cet article en propose une synthèse structurée autour de cinq thématiques : les cadres d'analyse du don, les perspectives centrées sur le contexte et celles adoptant le point de vue de l'individu, les tentatives de mesure et de modélisation. Il propose également des perspectives de recherche susceptibles d'enrichir les travaux antérieurs.

Suggested Citation

  • Marine Le Gall-Ely, 2013. "Le don dans la recherche en comportement du consommateur et marketing," Post-Print hal-02055405, HAL.
    • Handle: RePEc:hal:journl:hal-02055405
    DOI: 10.1177/0767370113499498
    as

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    Cited by:

    1. Bernard Cova & Eric Remy, 2014. "Consumption Seen From the Gift: State of the Art and Prospective [La consommation en clé de don : état des lieux rétrospectif et prospectif]," Post-Print hal-01581986, HAL.

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