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La transposition du concept de trahison interpersonnelle aux relations entre marques et clients : réflexions conceptuelles et étude exploratoire

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)

  • Stéphanie Bour

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

  • Anne-Sophie Chaxel

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

Abstract

Our goal is to understand whether, and under which conditions a customer can feel betrayed by a brand, as it may happen in an interpersonal context; it is also to show that this feeling is quite different from other reactions, such as dissatisfaction. We then try to find the determinants of this feeling (i.e. a violation of a norm which may destroy the trust established between the customer and the firm), and its likely consequences on the evolution of the relationship. Our qualitative exploratory study enables us to build a conceptual model and to draw a typology of different betrayal feelings, based on the type of norms which are violated by the brand, or company. This research shows that this phenomenon is worth studying since it both severely and durably weakens the brand image, and may lead to the irrevocable loss of the betrayed consumers.

Suggested Citation

  • Pierre Volle & Stéphanie Bour & Anne-Sophie Chaxel, 2007. "La transposition du concept de trahison interpersonnelle aux relations entre marques et clients : réflexions conceptuelles et étude exploratoire," Post-Print halshs-00164826, HAL.
    • Handle: RePEc:hal:journl:halshs-00164826
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00164826
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    Cited by:

    1. Passos, Gisèle, 2013. "La vengeance du consommateur insatisfait sur Internet et l'effet sur les attitudes des autres consommateurs," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/11827 edited by Le Nagard, Emmanuelle.

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