Waves, reflexive waves and the mirror effect: how the firms’ strategic behaviors and interaction influence consumers’ behavior in emergent market context

Amina Djedidi () and Mouhoub Hani ()
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Amina Djedidi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Our research tried to spot light on a possible interaction between the consumers' behaviors and the strategic firms' behavior. This latter can be considered as a wave that triggers some consumers' behaviors, i.e., reflexive waves and at the same time inspires these consumers to replicate the firms behaviors with its competitors, this is what we call the mirror effect. Our case study reveals interesting results of a possible impact of the firms' strategic behaviors on the consumers' behaviors, such as the consumer's oppositional loyalty and resistance.

Keywords: consumers’ behaviors; consumer resistance; oppositional loyalty; emergent market; Firms’ strategic behaviors (search for similar items in EconPapers)
Date: 2016-05-31
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Published in 16th European Academy of Management EURAM, May 2016, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01306675

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