Manipulation percue des marques et résistance, une proposition de profils de consommation

Authors

  • Aziliz Rousseaux Chef de projet e-commerce, Veepee
  • Leïla Loussaïef Enseignant-Chercheur en marketing, ISC
  • Karen Delchet-cochet Enseignant-Chercheur en stratégie et responsabilité sociétale, ISC
  • Karen Delchet-cochet Enseignant-Chercheur en stratégie et responsabilité sociétale, ISC

Keywords:

Manipulation, résistance, consumer, brands, qualitative study

Abstract

This article aims to identify the different consumer profiles that resist to the perceived manipulation of brands. If there is no consensus on a definition of manipulation, it is established that its perception may give rise to resistance on the part of the consumer. The qualitative study conducted with 14 consumers highlights two strategies, combative or resigned, and brings out four profiles of resistant consumers: the experienced, the reserved, the optimizer and the indifferent.

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Published

2024-03-26

How to Cite

Rousseaux, A., Loussaïef, L., Delchet-cochet, K., & Delchet-cochet, K. (2024). Manipulation percue des marques et résistance, une proposition de profils de consommation. Ética, economía Y Bienes Comunes, 16(2), 70–88. Retrieved from https://journal.upaep.mx/index.php/EthicsEconomicsandCommonGoods/article/view/308

Issue

Vol. 16 No. 2 (2019)

Section

Research articles

License

Creative Commons License

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