Au-delà du Paradigme de "Disconfirmation" des Attentes : Quand le Lien Remplace le Bien

Consumer satisfaction has been labeled a cornerstone of marketing on account of its significant strategic links with the firm's profitability. This paper presents a phenomenological investigation of consumer satisfaction. Our research is aimed at developing a supplementary approach to satisfaction and to compare it with the dominant paradigm so as to propose extensions while showing the limitations of the existing theory. The first section examines the conceptual aspects and the theoretical background of the process of satisfaction. On the basis of our results, the second section confirms that satisfaction could be conceptualized as a dynamic and sequential process. In addition our results …

Dynamique du Processus de Satisfaction du Consommateur en Situations Extrêmes : Quand le lien remplace le Bien

L'ethnomarketing : un élargissement de la recherche en comportement du consommateur à l'ethnologie

Cette contribution à caractère théorique analyse l'influence de l'ethnologie sur la recherche contemporaine en comportement du consommateur et en distribution. Sur cette base, elle définit la notion d'ethnomarketing et en précise la posture épistémologique et les modalités opératoires. Enfin, une dernière partie détaille les apports managériaux de l'ethnomarketing.

The Contribution of Ethnology to Research in Consumer and Shopper Behavior: Toward Ethnomarketing

This theoretical paper analyzes the influence of ethnology on contemporary research in consumer and shopper behavior and in retailing. Within this framework, it defines the concept of ethnomarketing and sketches its epistemological status and operating rules. The final part points out the managerial contributions of ethnomarketing.

Marketing-as-practice : A framework and research agenda for value-creating marketing activity

This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketin…

Editorial

Présentation du positionnement de la revue perspectives Culturelles de la Consommation