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Bénéfices relationnels des actions au point de vente : le cas des produits agroalimentaires vendus en hyper et supermarchés

Author

Listed:
  • Sarah Mussol

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Philippe Aurier

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, 463009 - Labex Entreprendre)

  • Gilles Séré de Lanauze

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, 463009 - Labex Entreprendre)

Abstract

This research focuses on in store actions. Interviews with experts and consumers helped us identify how companies develop relationships with consumers through in store activities. The research focuses on the creation of relational value through actions for both industrials and consumers.

Suggested Citation

  • Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2013. "Bénéfices relationnels des actions au point de vente : le cas des produits agroalimentaires vendus en hyper et supermarchés," Post-Print halshs-00951513, HAL.
    • Handle: RePEc:hal:journl:halshs-00951513
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00951513
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    References listed on IDEAS

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    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    4. Smit, Edith & Bronner, Fred & Tolboom, Maarten, 2007. "Brand relationship quality and its value for personal contact," Journal of Business Research, Elsevier, vol. 60(6), pages 627-633, June.
    5. Lucie Sirieix, 1999. "La consommation alimentaire : Problématiques, approches et voies de recherche," Post-Print hal-02018491, HAL.
    Full references (including those not matched with items on IDEAS)

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