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Transgression To The Test Of The Customer Relationship : Friend Or Enemy?
[La Transgression À L’Epreuve De La Relation Client : Amie Ou Ennemie ?]

Author

Listed:
  • 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)

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.

Suggested Citation

  • Audrey Hanan & Jean-Louis Moulins & Fons Cendrine, 2022. "Transgression To The Test Of The Customer Relationship : Friend Or Enemy? [La Transgression À L’Epreuve De La Relation Client : Amie Ou Ennemie ?]," Post-Print hal-03606683, HAL.
    • Handle: RePEc:hal:journl:hal-03606683
    Note: View the original document on HAL open archive server: https://hal.science/hal-03606683v2
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