Utterly fresh perspectives on consumer research and advertising: Introducing the special issue from the 2013 La Londe conference

Luk Warlop (1) , L. J. Shruma Shruma (2) , Dwight Merunka (3, 4, 5) , Virginie de Barnier (4, 5)

1 KU Leuven - Catholic University of Leuven = Katholieke Universiteit Leuven
2 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC
3 Euromed Marseille - École de management
4 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
5 AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence

This article provides an overview of the papers from the 40th La Londe Marketing Communications and Consumer Behavior Conference that were selected for this special issue of the Journal of Business Research. The La Londe conference is a biennial event that attracts top researchers from across the world. A small and selective conference, its intimacy combined with high-quality presentations serves as an incubator for new ideas and fresh perspectives on consumer research, and does so through an international lens that is reflected in the diversity of countries represented on the conference program, the co-chairs of the conference, and the La Londe Conference Scientific Committee. Discover the world's research

Mots clés: La Londe Conference Consumer behavior Marketing Communication

Domaines: Gestion et management

Luk Warlop, L. J. Shruma Shruma, Dwight Merunka, Virginie de Barnier. Utterly fresh perspectives on consumer research and advertising: Introducing the special issue from the 2013 La Londe conference. Journal of Business Research, 2014. ⟨hal-01472811⟩