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Potentiel relationnel et impact du site de marque sur la performance marketing

Author

Listed:
  • Pierre Volle

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Laurent Florès

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Based on 102 online surveys accounting for more than 3 million interviews, we show that websites are powerful purchase intent and brand builders and represent a strong opportunity to enhance customer relationships through "conversation" with the brand's best customers.

Suggested Citation

  • Pierre Volle & Laurent Florès, 2005. "Potentiel relationnel et impact du site de marque sur la performance marketing," Post-Print halshs-00151273, HAL.
    • Handle: RePEc:hal:journl:halshs-00151273
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00151273
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    Citations

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    Cited by:

    1. Agrebi, Meriem & Boncori, Anne Laure, 2017. "What makes a website relational? The experts' viewpoint," European Management Journal, Elsevier, vol. 35(5), pages 617-631.
    2. Christophe Bezes, 2009. "E-Commerce Website Evaluation: A Critical Review," Working Papers hal-00611008, HAL.
    3. Angy Geerts, 2013. "Cluster Analysis Of Luxury Brands On The Internet," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 6(2), pages 79-92.

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