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Cet article analyse l’établissement et l’évolution temporelle de la confiance dans la relation client vulnérable-banque. Il s’appuie sur un travail qualitatif et longitudinal fondé sur des études de cas rétrospectives auprès de dyades de clients vulnérables/conseillers au sein d’une banque française. Il met en évidence le processus de développement de la confiance interpersonnelle et institutionnelle et l’existence de deux modes de construction de la confiance (linéaire et par étapes) selon la survenance des incidents bancaires, leur nature et leur résolution par la banque. On constate un passage de la confiance institutionnelle à la confiance interpersonnelle dans la relation client-banque. L’article s’interroge sur les stratégies relationnelles des banques et sur leur volonté de restaurer la confiance au sein de cette population vulnérable, segment certes restreint mais assez rentable., This research analyzes trust building and evolution within the vulnerable customer–bank relationship. It introduces the time dimension to study the development processes of trust during services encounters. A qualitative and longitudinal study was undertaken based on retrospective cases conducted with dyads of vulnerable clients/advisors within a French bank. We highlight the general development process of interpersonal and institutional trust and the existence of two modes of trust building – linear and by stages – depending on the occurrence of banking incidents, their nature, and their resolution by the bank. We also observe a shift from institutional to interpersonal trust within the customer–bank relationship. We question banks’ relational strategies and their willingness to restore confidence among this vulnerable population, which represents a small but quite profitable segment.

International audience

International audience; Consumption activities are governed by social norms that mark a division between accepted and rejected behaviors. The latter grow in importance when they are shared by many individuals as a part of affinity-based consumer gatherings. It is particularly the case of the heavy metal counterculture, which arouses explicit rejection by several institutional and social actors, and which takes the form of negative social labeling that can affect all heavy metal affiliates including teenagers, at school or in their homes. Following an ethnographic research design, we conducted a qualitative study upon which we drew up a typology of heavy metal labeling along with a taxonomy of the teenagers' coping responses according to their respective interaction contexts.

International audience

International audience; In a context of strong oppositions regarding gender issues in France and, for the last few years, a greater public attention to the issue of gendered marketing to children, this research aims at adding more understanding on the effects on mothers' consumption of gender norms conveyed in children's retail. Drawing from interviews conducted with mothers who self identify as " resistant to gender stereotypes " , this research tries to capture how these mothers go (or do not go) against gendered marketing for their sons.

Cet article s’intéresse au rôle joué par le développement que connaît la distribution moderne dans les pays émergents dans l’évolution de la symbolique de la consommation chez les consommateurs locaux. La confrontation de ces derniers, longtemps habitués au réseau de commerce traditionnel, à de nouveaux lieux d’achat donne lieu à l’émergence de nouvelles pratiques de consommation et de fréquentation des lieux d’achat. En retenant le cas de la grande distribution alimentaire dans un pays émergent, le Maroc, nous avons mis en place une approche ethnographique pour mettre en lumière des tendances de consommation émergentes, ambivalentes, voire bricolées. Ainsi est-il des différences de classes sociales qui donnent lieu à des pratiques de consommation contrastées et empreintes de représentations symboliques singulières. Il en est de même de la subsistance de certaines valeurs et pratiques de consommation héritées du commerce traditionnel et de leur transposition à la distribution moderne., Revue Marocaine de Recherche en Management et Marketing, No 1 (2009): Janvier-Août 2009 : Les Nouvelles Tendances du Marketing, Une approche sectorielle

International audience; This study explores the issue of individual consumer resistance to the organized retailing system in an emerging country. In-depth interviews were conducted to explore the reasons for consumers’ partial or total defection from mass retailing in Tunisia. Our results identify some unusual motives for rejection of imported hypermarkets due to (i) consumers’ non-adherence to the way these modern food stores put forward consumption as a spectacle resulting in voyeuristic behavior and social marking, and (ii) their religiously inspired culture and education that limits consumption and emphasizes the fairness, human and ethical dimensions of commerce. Our findings extend and enrich knowledge on consumer resistance by pointing out the amazing precocity of the emergence of this consumers’ opposition to the introduction of foreign retail formats, in an immature retail market, Tunisia for instance, that are deemed not to be congruent with local cultural and religious values.

International audience; The purpose of this paper is to address an under-researched issue in marketing, atypical consumption behaviours. More particularly it focuses on the deviant behaviours of consumers in a commercial or consumption situation and on their reactions in regard to the market system.Drawing on multidisciplinary literature, this work articulates the concepts of deviance, resistance and anti-consumption. It looks at the interactions between these concepts and positions deviant, resistant and anti-consumption behaviours in relation to the norm. Through the notion of deviance, the research provides a new framework clearly differentiating and articulating the concepts of resistant and anti-consumption behaviours. Thisintegrative framework is sufficiently flexible and broad to cover and position the various behaviours and practices involving consumption rejection, opposition and avoidance. This contribution answers a need for theoretical clarification of consumers’ behaviours that challenge and oppose the market system and culture of consumption. By mobilising the concept of deviance, this research provides an original topological model that increasesunderstanding and positions the concepts of resistant and anti-consumption behaviours around the notion of social norm.

International audience; We are currently witnessing an increasing number of launches of new hybrid products (NHPs), created on the basis of existing products with the addition of new functionalities from other products, particularly in the high-tech sector with its convergence of technologies. These new hybrid products enlarge the range of choices and possible uses available to consumers, but give rise to uncertainty as to how to assess and categorize them. The aim of this study is to shed light on the evaluation and classification of new hybrid products, by mobilizing and articulating theories of categorization and affordance. A qualitative study explores the relevance of these theories in understanding how consumers cope with the problem of classifying and evaluating a new hybrid product. Our findings highlight the link between affordance and categorization, taking into account homology- and analogy-based similarity. Finally the theoretical and managerial implications of the study are finally addressed.

International audience; In current highly competitive environments, improving consumers’ loyalty to brands allows firms to secure a comfortable long-term position in the market-place. This article aims at placing the issue of brand loyalty within a larger perspective than a set of repetitive discrete transactions between consumers and brands. Two different approaches for analysing brand loyalty are then discussed: the downstream one, based on observing consistent purchases of a brand over a period of time and the upstream approach, which focuses on the motives that are behind a repeat purchasing of a brand. The relevance of the latter approach is then shown by highlighting the crucial role of the consumers’ commitment to the brand in better understanding the loyalty phenomenon. Therefore, our article proposes an integrative conceptual framework of true brand loyalty including its main cognitive and affective causes and effects.

PurposeThis article aims to explore the effects of the massive arrival of foreign distribution concepts in emerging countries on the evolution of the local buyers' shopping practices. The confrontation of the latter, long accustomed to the traditional network, with the new retail outlets gives rise to the emergence of new modes of shopping and purchasing.Design/methodology/approachThe use of a qualitative approach, combining in‐store observations of behaviours and in‐depth interviews, highlighted rich and complex trends in consumption in an emerging country; Morocco for instance.FindingsThe content analysis of collected data shows that the differences in social classes give place to varied shopping strategies and generate singular symbolic representations of shopping experiences. The research reveals also a hybridization of shopping practices where the consumers transpose some values and shopping behaviors inherited from the traditional trade into the modern distribution stores. Finally, the research also shows differences between global and local retail banners laying on their perceived images, store attendance and shopping practices which reflect their contrasted positioning strategies.Practical implicationsThe findings enable the retailers to adapt/shape their location strategy, assortment policy and positioning strategy to improve their store image and attractiveness and gain market power. The results have also implications on the public policy to manage the balance and the future of local traditional shops and modern retail stores.Originality/valueThis paper points out the role of cultural anchorage in producing hybridized shopping practices that allows the domestic buyers to cope with the uncongruency between their inherited traditional values and those associated to the modern distribution. It also shows how these local customers use the modern retail stores as a scene of symbolic exhibition for their social status and invent hybrid shopping practices to cope with this incongruency.

International audience; @ Customer requirements, Retailers, Merchandising, Stores and supermarkets, France @ This research shows that to reach their prime goal of building an efficient assortment retailers need, beside increasing the outlet's cost-efficiency, to evaluate shoppen' assortment perceptions so that what the store actually offers can be tailored to meet customers' needs and expectations. Our findings reveal that consumers' perceptions of the assortment range stems from the combination of few indicators, mainly ùre number of stock-keeping units proposed and the availability of the favorite brands. Also demonstrates that consumers evaluation of the overall store assortment draws on the perceived choice within the product categories where they are highly sensitive to the assortment range. @ The Emerald Research Register for this joumal is available at http://wrrw.emerald insight.com/researchregister The current issue and full text archive of this journal is available at