La transposition du concept de trahison interpersonnelle aux relations entre marques et clients: réflexions conceptuelles et étude exploratoire

Pierre Volle (), Stéphanie Bour and Anne-Sophie Chaxel
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Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Stéphanie Bour: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Anne-Sophie Chaxel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Our goal is to understand whether, and under which conditions a customer can feel betrayed by a brand, as it may happen in an interpersonal context; it is also to show that this feeling is quite different from other reactions, such as dissatisfaction. We then try to find the determinants of this feeling (i.e. a violation of a norm which may destroy the trust established between the customer and the firm), and its likely consequences on the evolution of the relationship. Our qualitative exploratory study enables us to build a conceptual model and to draw a typology of different betrayal feelings, based on the type of norms which are violated by the brand, or company. This research shows that this phenomenon is worth studying since it both severely and durably weakens the brand image, and may lead to the irrevocable loss of the betrayed consumers.

Keywords: relationship; trust; betrayal; norm; brand; relation; confiance; trahison; norme; marque (search for similar items in EconPapers)
Date: 2007-05-31
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00164826v1
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Published in Congrès international de l'Association Française du Marketing, May 2007, Aix-les-bains, France. pp.1-37

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00164826

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