Pardonnez l'échec de la marque

par Taliah Tabatabaei

Projet de thèse en Sciences de Gestion_ UPMF

Sous la direction de Nathalie Vaillant-Gaveau.

Thèses en préparation à l'Université Grenoble Alpes , dans le cadre de Sciences de gestion , en partenariat avec Centre d'Etudes et de Recherches appliquées à la gestion (laboratoire) depuis le 04-12-2015 .


  • Résumé

    All relationships are impressionable to problems and failure (Tsarenko and Rooslani Tojib, 2010). Brand failure is considerably important as it may break the bond between the customer and the brand. Unforgiveness is one of the customer coping strategies when dealing with brand failures. It costs five times more to acquire a customer than to retain a customer But what kind of feeling inside consumer cause unforgivness?

  • Titre traduit

    Forgive brand failure


  • Résumé

    All relationships are impressionable to problems and failure (Tsarenko and Rooslani Tojib, 2010). Brand failure is considerably important as it may break the bond between the customer and the brand. Unforgiveness is one of the customer coping strategies when dealing with brand failures. It costs five times more to acquire a customer than to retain a customer But what kind of feeling inside consumer cause unforgivness?