La « communauté de marque » comme accomplissement pratique
Based on a video-ethnographic study of a cell phone company’s customer service department, the author explores the practices of web advisors and how the introduction of the notion of brand communities has transformed customer relationships. This notion is analyzed from a praxeological perspective as...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | fra |
| Published: |
Université Laval
2016-02-01
|
| Series: | Communication |
| Subjects: | |
| Online Access: | http://journals.openedition.org/communication/5906 |