La marque 2.0: l'humilité comme condition nécessaire de la relation marque consommateur?

Gilles Séré de Lanauze and Béatrice Siadou-Martin
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Gilles Séré de Lanauze: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Béatrice Siadou-Martin: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Date: 2015-10-15
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Published in 18ième Colloque Etienne Thil, Oct 2015, Paris, France

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