Developing a Conceptual Framework for Brand Repositioning

Document Type : Research Paper

Authors

1 ph.d student

2 Business department-Economics,Management & Accounting-Yazd university-Yazd-Iran

3 assistant

4 associate

Abstract

 
1- Aaker, D. A. & Shansby, J.G. (1982). Positioning Your Product. Business Horizons. 25(3), pp 56-62.
2- Andrews, M. & Kim, D. (2007). Revitalising suffering multinational brands: an empirical study. International Marketing Review. 24(3), pp 350 – 372.
3- Asadi, A. Yekta, M. Hasanzadeh, F. & Lotfi, D. (2014). Future Studies of the Clothing Industry. Tehran Chamber of Commerce, Industries, Mines and Agriculture. PP 1-75. (In Persian).
4- Blankson, Ch. Kalafatis, S.P. Cheng, J.M.-S. & Hadjicharalambous, C. (2008). Impact of positioning strategies on corporate performance. Journal of Advertising Research. 48 (1), pp 106-122.
5- Bjorkdahl, A.H. (2004). Brand - how to reposition a brand: Brand -Repositioning a brand. School of Economics and Management Lund University. Department of Business administration. pp 1-72.
6- Berry, N.C. (1988). Revitalizing brands. Journal of Consumer Marketing. 5(3), pp 15-20.
7- Chang, S. (2009). Repositioning: A Case Study of McDonald’s New Zealand. Auckland University of Technology Ethics Committee. New Zealand. pp 1-80.
8- Creswell, J. W. (2012). Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research. Edwards Brothers, Inc. Fourth Edition. Pp 1-650.
9- Corbin, J. & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociology. 13(1), pp 3-21.
10- Copeland, J. T. (2001). Successful brand repositioning, Aspirational vs. achievable strategies. Marketing practice. McKinsey & Company. pp 1-12. http://marketing.mckinsey.com
11- Crowley, D. (2011). What Old Spice teaches us about brand repositioning? Quirk’s Marketing Research Review.  pp 1-2. www.quirks.com
12- Crompton, J. L. (2009). Strategies for implementing repositioning of leisure services. Managing Leisure. 14(2), pp 87 –111.
13- Crosby, L.A. & Taylor, J.R. (1983). Psychological commitment and its effects on post decision evaluations and preference stability among voters. Journal of Consumer Research. 9(4), pp 413-431.
14- Chowdhury, p. p. (2013). Key strategies and issues of positioning: A review of past studies. American Academic & Scholarly Research Journal. 5(1), pp 55-66.
15- Chacko, H. E. & Marcell, M. H. (2008). Repositioning a Tourism Destination: The Case of New Orleans after Hurricane Katrina. Journal of Travel & Tourism Marketing. 23(2/4), pp 223-235.
16- Dev, Ch .S. & Keller, K. (2014). Brand Revitalization. Cornell Hospitality Quarterly. 55(4), pp 333 –341.
17- Doyle, P. & Stern, P. (2006).  Marketing Management and Strategy. Fourth Edition. Great Britain: Prentice Hall, Pearson Education Limited. Pp 1-446.
18- Descotes, R. M. & Delassus, V. P. (2015). The impact of consumer resistance to brand substitution on brand relationship. Journal of Consumer Marketing. 32(1), pp 34 – 42.
19- Doyle, P. (2008). Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. John Wiley & Sons, Ltd, Publication England. Second edition. Pp 1-369.
20- Dittrich, K. Duysters, G. & Man, A. (2007). Strategic repositioning by means of alliance networks: The case of IBM. Research Policy. 36(10), pp1496–1511.
21- Erevelles, S. Roy, A. & Yip, L.S.C. (2001). The universality of the signal theory for products and services. Journal of Business Research. 52(2), pp 175-87.
22- Fuchs, Ch. & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing. 44(11/12), pp1763-1786.
23- Fishbein, M. & Ajzen, I. (1974). Attitudes towards objects as predictors of single and multiple behavioral criteria. Psychological Review. 81(1), pp 59–74.
24- Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product &Brand Management. 17(1), pp. 4-12.
25- Georgiev, G. & Werner, Ph. (2013). Strategic repositioning in global manufacturing companies. School of Economics and Management lund university. Department of Business administration. Pp 1-63.
26- Gambetti, R C. Graffigna, G. & Biraghi, S. (2012).  The Grounded Theory approach to consumer–brand engagement.The practitioner’s standpoint. International Journal of Market Research. 54(5), pp 659-687.
27- Homburg, Ch. Jozić, D. & Kuehnl, Ch. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science. 45(3), pp 377-401.
28- Hooley, G. & Greenley, G. (2005). The resource underpinnings of Competitive positions. Journal of Strategic Marketing. 13(2), pp 93-116.
29- Herrmann, A. & Huber, F. (2000). Value-oriented brand positioning. The International Review of Retail, Distribution and Consumer Research.10 (1), pp 95-112.
30- Hinson, R. E.  Abdul-Hamid, I. K. & Osabutey, E. L.C. (2017).  Investigating market orientation and positioning in star-rated hotels in Ghana. International Journal of Contemporary Hospitality Management. 29(10). Pp 2629-2646.
31- Hassanien, A. & Baum, T. (2002).  Hotel repositioning through property renovation. Tourism and Hospitality Research. 4(2). Pp 144-157.
32- Hamidizadeh, M. Ghadiri, A. Gharecheh, M. & Bazargan, K. (2017). Studying Antecedents of B2B Brand Equity in an Iranian ICT Company by Using Grounded Theory. Journal of Brand Management. 3(3), pp 11-48. (In Persian).
33- Isen, Ch. (2010). Brand Repositioning: When Does Your Business Need It? Puget Sound Business Journal. P 1. https://www.bizjournals.com
34- Jewell, R.D. (1999). The Role of Memory Interference in the Repositioning of brands. The Ohio State University. Degree Doctor of Philosophy. pp 1-182.
35- Jewell, R. (2007). Establishing Effective Repositioning Communications in a Competitive Marketplace. Journal of Marketing Communications. 13(4), pp 231–241.
36- Jalkala, A.M. & Keranen, J. (2014). Brand positioning strategies for industrial firms providing customer solutions. Journal of Business & Industrial Marketing. 29(3), PP 253– 264.
37- Kumar, R.  & Gupta, V. (2003). Repositioning Western Brands in the Asian Culture: Insights from the Indian Context. Asia Pacific Journal of Economics and Business. 7(1). Pp 57-72.
38- Keller, K.L. (2013).  Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th Edition. Published by Pearson Education, Inc. pp 1-590.
39- Kotler, Ph. Keller, K.L. (2008). Marketing Management. Prentice-Hall, Englewood Cliffs, NJ. 13 Edition. PP 1-717.
40- Kapferer, J N. (2008). The New Strategic Brand Management. Fourth Edition. Kogan Page Limited. Pp 1-560.
41- Keller, k. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. 57(1), pp 1-22.
42- Keller, k. (1999). Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies. California Management Review.41 (3), pp 102-124.
43- Kolbl, Ž. Konečnik Ruzzier, M. & Kolar, T. (2015). Brand Revitalization: Don’t Let Your Brands Turn into Sleepyheads. Central European Business Review. 4(2), PP 5-11.
44- Lapan, S. D. Quartaroli, M. T. & Riemer, F. J. (2011). Qualitative research: An introduction to methods and designs. Jossey-Bass. First Edition. Pp 1-526.
45- Lovelock, C. (1996) 'ServicesMarketing', 3rd edn, Prentice HallInternational, London.
46- Lewis, R. Chambers, R.E. & Chacko, H.E. (1995) 'Marketing Leadership in Hospitality', Van-Nostrand Reinhold, NewYork.
47- Manhas, P. (2010). Strategic Brand Positioning Analysis through Comparison of Cognitive and Conative Perceptions. Journal of Economics, Finance and Administrative Science. 15(29), pp 15-33.
48- Nalchi Kashi, A. (2013). Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands. Global Business Review. 14(4). pp 587–600.
49- Nasab, S. M. T. I., & Abikari, M. (2018). The effects of companies’ social irresponsibility on consumers’ negative emotions toward the brand and their behavior. ASEAN Marketing Journal, 111-124.
50- Omidikia, K. Moshabbaki, A. Khodadad Hoseini, S H. & Azizi, Sh. (2012). Organizational Capabilities and Company Brand Positioning: a Grounded Theory Approach. Strategic Management Thought. 6(1). PP 35-72. (In Persian).
51- Owolabi O, (2013). An Exploration of Repositioning Strategy and its Efficacy on Brand Growth. For the Degree of Doctor of Business Administration. Walden University. Pp 1-311.
52- Pinnington, B. D. Meehana, J. Scanlon, T. (2016). A grounded theory of value dissonance in strategic relationships. Journal of Purchasing & Supply Management. 22(4), pp278-288.
53- Pandit, N. R. (1996). The Creation of Theory: A Recent Application of the Grounded Theory Method. The Qualitative Report. 2(4), pp 1-17.
54- Roshandel Arbatani, T. & mahmoudzadeh, A. (2018). Advertising through Social Media to Influence the Customers’ Willing. Journal of Business Management. 9(4), 736-786. (In Persian).
55- Rahimnia, F. Fatemi, Z. & Harandi, A. (2014). Investigating the interaction effects of customer based brand equity (In Case of Mashhad five stare hotels). Journal of Business Management. 5(4), PP 1-20. (In Persian).
56- Rezaei Pandari, A. & Azar, A. (2018). Designing Service Supply Chains Management Model by Grounded Theory. Public Management Researches. 11(39). PP 5-32. (In Persian).
57-Ries, A. & Trout, J. (1986). Positioning: The Battle for Your Mind, London: McGraw-Hill. PP 1-213.
58- Ren, L, Chen, P-J. Zhao, J, & Wang, P. (2017). The reverse model of repositioning: A case study of the Howard Johnson hotel chain in China. Journal of Global Scholars of Marketing Science. 27(4), pp 227-242.
59- Roux, D. (2007). La résistance du consommateur: proposition d’un cadre d’analyse. Recherche et Applications en Marketing. 22(4), pp 59-80.
60- Ryan, P. Moroney, M. Geoghegan, W. & Cunningham, J. (2007). A Framework for a Strategic Repositioning Strategy: A Case Study of Bulmers Original Cider. Irish Journal of Management. 28(1), pp 81-102.
61- Rafijevas S. & Todiras, A. (2010). Strategic Brand Repositioning: Accessing Upscale Markets. International Business School Jonkoping University. Master thesis within Business Administration. Pp 1-72.
62- Simms, C. & Trott, P. (2007). An analysis of the repositioning of the “BMW Mini” brand. Journal of Product & Brand Management. 16(5), pp 297–309.
63- Siddiqui, K. & Fahim, S. M. (2014). Repositioning of DAWNNEWS Channel to Mass Market. Review of Integrative Business & Economics Research. 3(1), PP 190-199.
64- Strauss, A. L, & Corbin, J. (1998). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. Sage Publications, Inc. Second Edition. Pp 1-312.
65- Saunders, M. Lewis, P. & Thornhill, A. (2009). Research Methods for Business Students. Pearson Education Limited. Fifth Edition. pp 1- 624.
66- Shamim, A. & Butt, M.M. (2013). A critical model of brand experience consequences. Asia Pacific Journal of Marketing and Logistics. 25(1), pp 102-117.
67- Shafiee, M. M, & Ahmadzadeh, S. (2017). The impact of organizational agility and corporate social responsibility on brand image. Journal of Brand Management. 5(1), PP 41-78. (In Persian).
68- Tabataba’i-Nasab, S.M. & Mohammad Nabi, Z. (2015). Examination of the impact of brand elements on consumers’ attitude & behaviour toward extended brand (Case study: Kaleh meat and dairy products company). Journal of Business Management. 7(2), pp 445-462. (In Persian).
69- Trout, J. & Rivkin, S. (2010).  Repositioning: Marketing in an Era of Competition, Change and Crisis. U.S.A.: McGraw Hill Professional, pp1-225.
70- Thomas, S. & Kohli, Ch. (2009). A brand is forever! A framework for revitalizing declining and dead brands. Business Horizons. 52(4), pp 377-386.
71- Vilppo, T. & Lindberg-Repo, K. (2010).Corporate Brand Repositioning with CSR as the Differentiating Factor: A Study on Consumer Perceptions. Hanken School of Economics Finland. Pp 1-27.
72- Walker, O C. & Mullins, J W. (2014). Marketing Strategy: A Decision- Focused Approach. Eighth Edition. McGraw-Hill/Irwin. Pp 1-369.
73- Yakimova, R. & Beverand, M. (2005). The brand-supportive firm: An exploration of organizational drivers of brand updating. Journal of Brand Management. 12(6), pp 445-460.
74- Zhang, Ch. Lin, Y. & Newman, D. (2015). Investigating the Effectiveness of Repositioning Strategies: The Customers’ Perspective. Journal of Travel & Tourism Marketing. 33(9), pp 1-16.
75- Zhang, J. & He, Y. (2014). Key dimensions of brand value co-creation and its impacts upon customer perception and brand performance. Nankai Business Review International. 5(1), pp 43-69.

Keywords

References

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شفیعی، مجید محمد، احمدزاده، سمیه. (1396). تاثیر چابکی سازمانی و مسئولیت اجتماعی شرکت بر تصویر برند، مجله مدیریت برند، 5 (1)، صص 78-41.
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 Aaker, D. A. & Shansby, J.G. (1982). Positioning Your Product. Business Horizons. 25 (3), pp 56-62.
 Andrews, M. & Kim, D. (2007). Revitalising suffering multinational brands: an empirical study.
              International Marketing Review. 24 (3), pp 350 – 372.
 Asadi, A. Yekta, M. Hasanzadeh, F. & Lotfi, D. (2014). Future Studies of the Clothing Industry. Tehran
             Chamber of Commerce, Industries, Mines and Agriculture. PP 1-75. (In Persian).
 Blankson, Ch. Kalafatis, S.P. Cheng, J.M.-S. & Hadjicharalambous, C. (2008). Impact of positioning
              Strategies on corporate performance. Journal of Advertising Research. 48 (1), pp 106-122.
 
 Bjorkdahl, A.H. (2004). Brand - how to reposition a brand: Brand -Repositioning a brand. School of
           Economics and Management Lund University. Department of Business administration. pp 1-72.
 Berry, N.C. (1988). Revitalizing brands. Journal of Consumer Marketing. 5 (3), pp 15-20.
 Chang, S. (2009). Repositioning: A Case Study of McDonald’s New Zealand. Auckland University of
             Technology Ethics Committee. New Zealand. pp 1-80.
 Creswell, J. W. (2012). Educational Research: Planning, Conducting, and Evaluating Quantitative and
              Qualitative Research. Edwards Brothers, Inc. Fourth Edition. Pp 1-650.
 Corbin, J. & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria.
              Qualitative Sociology. 13 (1), pp 3-21.
 Copeland, J. T. (2001). Successful brand repositioning, Aspirational vs. achievable strategies.
               Marketing practice. McKinsey & Company. pp 1-12. http://marketing.mckinsey.com
 Crowley, D. (2011). What Old Spice teaches us about brand repositioning? Quirk’s Marketing Research
               Review. pp 1-2. www.quirks.com
 Crompton, J. L. (2009). Strategies for implementing repositioning of leisure services. Managing
               Leisure. 14 (2), pp 87 –111.
 Crosby, L.A. & Taylor, J.R. (1983). Psychological commitment and its effects on post decision
                Evaluations and preference stability among voters. Journal of Consumer Research. 9 (4), pp
                413-431.
 Chowdhury, p. p. (2013). Key strategies and issues of positioning: A review of past studies. American
                Academic & Scholarly Research Journal. 5 (1), pp 55-66.
 Chacko, H. E. & Marcell, M. H. (2008). Repositioning a Tourism Destination: The Case of New Orleans
                After Hurricane Katrina. Journal of Travel & Tourism Marketing. 23 (2/4), pp 223-235.
 Dev, Ch. S. & Keller, K. (2014). Brand Revitalization. Cornell Hospitality Quarterly. 55 (4), pp 333 –341.
 Doyle, P. & Stern, P. (2006). Marketing Management and Strategy. Fourth Edition. Great Britain:
                 Prentice Hall, Pearson Education Limited. Pp 1-446.
 Descotes, R. M. & Delassus, V. P. (2015). The impact of consumer resistance to brand substitution on
                 Brand relationship. Journal of Consumer Marketing. 32 (1), pp 34 – 42.
Doyle, P. (2008). Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder
                 Value. John Wiley & Sons, Ltd, Publication England. Second edition. Pp 1-369.
 Dittrich, K. Duysters, G. & Man, A. (2007). Strategic repositioning by means of alliance networks: The
                  Case of IBM. Research Policy. 36 (10), pp1496–1511.
Erevelles, S. Roy, A. & Yip, L.S.C. (2001). The universality of the signal theory for products and services.
                 Journal of Business Research. 52 (2), pp 175-87.
 Fuchs, Ch. & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies
                 From a consumer perspective. European Journal of Marketing. 44 (11/12), pp1763-1786.
 Fishbein, M. & Ajzen, I. (1974). Attitudes towards objects as predictors of single and multiple
                 Behavioral criteria. Psychological Review. 81 (1), pp 59–74.
 Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model. Journal of
                  Product &Brand Management. 17 (1), pp. 4-12.
 Georgiev, G. & Werner, Ph. (2013). Strategic repositioning in global manufacturing companies. School
                   Of Economics and Management lund university. Department of Business administration. Pp
                   1-63.
 Gambetti, R C. Graffigna, G. & Biraghi, S. (2012). The Grounded Theory approach to consumer–brand
                    engagement.The practitioner’s standpoint. International Journal of Market Research. 54
                    (5), pp 659-687.
 Homburg, Ch. Jozić, D. & Kuehnl, Ch. (2017). Customer experience management:
                     Implementing an evolving marketing concept. Journal of the Academy of Marketing
                     Science. 45 (3), pp 377-401.
 Hooley, G. & Greenley, G. (2005). The resource underpinnings of Competitive positions. Journal of
                    Strategic Marketing. 13 (2), pp 93-116.
 Herrmann, A. & Huber, F. (2000). Value-oriented brand positioning. The International Review of Retail,
                    Distribution and Consumer Research.10 (1), pp 95-112.
 Hinson, R. E. Abdul-Hamid, I. K. & Osabutey, E. L.C. (2017). Investigating market orientation and
               Positioning in star-rated hotels in Ghana. International Journal of Contemporary Hospitality
               Management. 29 (10). Pp 2629-2646.
 Hassanien, A. & Baum, T. (2002). Hotel repositioning through property renovation. Tourism and
               Hospitality Research. 4 (2). Pp 144-157.
 Hamidizadeh, M. Ghadiri, A. Gharecheh, M. & Bazargan, K. (2017). Studying Antecedents of B2B Brand
                Equity in an Iranian ICT Company by Using Grounded Theory. Journal of Brand Management.
                3 (3), pp 11-48. (In Persian).
 Isen, Ch. (2010). Brand Repositioning: When Does Your Business Need It? Puget Sound
                 Journal. P 1. https://www.bizjournals.com
 Jewell, R.D. (1999). The Role of Memory Interference in the Repositioning of brands. The Ohio Stat
                 University. Degree Doctor of Philosophy. pp 1-182.
 Jewell, R. (2007). Establishing Effective Repositioning Communications in a Competitive Marketplace.
                 Journal of Marketing Communications. 13 (4), pp 231–241.
 Jalkala, A.M. & Keranen, J. (2014). Brand positioning strategies for industrial firms providing customer
                  Solutions. Journal of Business & Industrial Marketing. 29 (3), PP 253– 264.
 Kumar, R. & Gupta, V. (2003). Repositioning Western Brands in the Asian Culture: Insights from the
                  Indian Context. Asia Pacific Journal of Economics and Business. 7 (1). Pp 57-72.
 Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
                  4th Edition. Published by Pearson Education, Inc. pp 1-590
 Kotler, Ph. Keller, K.L. (2008). Marketing Management. Prentice-Hall, Englewood Cliffs, NJ. 13 Edition.
                  PP 1-717.
 Kapferer, J N. (2008). The New Strategic Brand Management. Fourth Edition. Kogan Page Limited. Pp
                 1-560.
 Keller, k. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal
                Of Marketing. 57 (1), pp 1-22.
Keller, k. (1999). Managing Brands for the Long Run: Brand Reinforcement and Revitalization
                Strategies. California Management Review.41 (3), pp 102-124.
 Kolbl, Ž. Konečnik Ruzzier, M. & Kolar, T. (2015). Brand Revitalization: Don’t Let Your Brands Turn
                Into Sleepyheads. Central European Business Review. 4 (2), PP 5-11.
 Lapan, S. D. Quartaroli, M. T. & Riemer, F. J. (2011). Qualitative research: An introduction to methods
                And designs. Jossey-Bass. First Edition. Pp 1-526.
 Lovelock, C. (1996) 'ServicesMarketing', 3rd edn, Prentice HallInternational, London.
 Lewis, R. Chambers, R.E. & Chacko, H.E. (1995) 'Marketing Leadership in Hospitality', Van-Nostrand
                Reinhold, NewYork.
 Manhas, P. (2010). Strategic Brand Positioning Analysis through Comparison of Cognitive and
               Conative Perceptions. Journal of Economics, Finance and Administrative Science. 15 (29), pp
               15-33.
 Nalchi Kashi, A. (2013). Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands. Global
                Business Review. 14 (4). pp 587–600.
 Nasab, S. M. T. I., & Abikari, M. (2018). The effects of companies’ social irresponsibility on consumers’
             Negative emotions toward the brand and their behavior. ASEAN Marketing Journal, 111-124.
 
 Omidikia, K. Moshabbaki, A. Khodadad Hoseini, S H. & Azizi, Sh. (2012). Organizational Capabilities
              And Company Brand Positioning: a Grounded Theory Approach. Strategic Management
              Thought. 6 (1). PP 35-72. (In Persian).
 Owolabi O, (2013). An Exploration of Repositioning Strategy and its Efficacy on Brand Growth. For
               The Degree of Doctor of Business Administration. Walden University. Pp 1-311.
 Pinnington, B. D. Meehana, J. Scanlon, T. (2016). A grounded theory of value dissonance in strategic
               Relationships. Journal of Purchasing & Supply Management. 22 (4), pp278-288.
 Pandit, N. R. (1996). The Creation of Theory: A Recent Application of the Grounded Theory Method.
               The Qualitative Report. 2 (4), pp 1-17.
 Roshandel Arbatani, T. & mahmoudzadeh, A. (2018). Advertising through Social Media to Influence
               The Customers’ Willing. Journal of Business Management. 9 (4), 736-786. (In Persian).
 Rahimnia, F. Fatemi, Z. & Harandi, A. (2014). Investigating the interaction effects of customer based
               Brand equity (In Case of Mashhad five stare hotels). Journal of Business Management. 5 (4),
               PP 1-20. (In Persian).
 Rezaei Pandari, A. & Azar, A. (2018). Designing Service Supply Chains Management Model by
              Grounded Theory. Public Management Researches. 11 (39). PP 5-32. (In Persian).
Ries, A. & Trout, J. (1986). Positioning: The Battle for Your Mind, London: McGraw-Hill. PP 1-213.
 Ren, L, Chen, P-J. Zhao, J, & Wang, P. (2017). The reverse model of repositioning: A case study of the
              Howard Johnson hotel chain in China. Journal of Global Scholars of Marketing Science. 27 (4),
              pp 227-242.
 Roux, D. (2007). La résistance du consommateur: proposition d’un cadre d’analyse. Recherche et
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