La crise de marque: Quand le client amoureux de la marque devient son ennemi !

Phuong Thao Bui-Nguyen () and Jean-Marc Decaudin ()
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Jean-Marc Decaudin: M&CN - Marketing & Communication Networks - Toulouse Business School

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Keywords: vengeance du client; crise de marque; relation marque-client; l’amour pardonne tout; l’amour se transforme en haine (search for similar items in EconPapers)
Date: 2016-05-18
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Published in 32 ème Congrès de l’Association Française du Marketing (AFM), May 2016, Lyon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01406747

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