Mieux comprendre l’ empowerment du consommateur. Clarification conceptuelle et enrichissement théorique

Marie-Georges Fayn, Véronique des Garets and Arnaud Rivière

Revue française de gestion, 2019, vol. N° 278, issue 1, 121-145

Abstract: Although the interest of marketing in empowerment is relatively recent, the profusion and the diversity of research, as well as the absence of a consensual vision, require a clarification. This article proposes to report the main debates in literature and to specify the conceptual distinctions with related notions. In addition, considering the recent evolutions generated by participative web and new status of the consumer-citizen, this research suggests an enriched approach of empowerment in marketing, based on a multidisciplinary vision of the original concept.

Date: 2019
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