TRANSGRESSION TO THE TEST OF THE CUSTOMER RELATIONSHIP: FRIEND OR ENEMY?

LA TRANSGRESSION À L’EPREUVE DE LA RELATION CLIENT: AMIE OU ENNEMIE ?

Audrey Hanan (), Jean-Louis Moulins () and Fons Cendrine ()
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Audrey Hanan: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Jean-Louis Moulins: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Fons Cendrine: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This research is concerned with the advertising effectiveness of communications on the current changes in retailers-brand and the creation of new relationships with consumers. More specifically, it studies the consumer's reaction to an advertisement using transgression as a societal tool.

Keywords: Transgression in substance; Transgression in form; Retailing; Communication; Transgression sur le fond; Transgression dans la forme; Distribution (search for similar items in EconPapers)
Date: 2022-01-20
Note: View the original document on HAL open archive server: https://hal.science/hal-03606683v2
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Published in 21st International Marketing Trends Conference, Jan 2022, Roma, Italie

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