J. L. Aaker, Dimensions of Brand Personality, Journal of Marketing Research, vol.34, issue.3, pp.347-356, 1997.
DOI : 10.2307/3151897

D. A. Aaker and D. M. Et-stayman, « Measuring Audience Perceptions of Commercials and Relating Them to Ad Impact, Journal of Advertising Research, pp.7-17, 1990.

R. Amit and C. H. Et-zott, Value creation in E-business, Strategic Management Journal, vol.30, issue.6-7, pp.493-520, 2001.
DOI : 10.1111/j.1467-6486.1993.tb00298.x

P. Aurier, Y. Evrard, and G. Et-n-'goala, Comprendre et mesurer la valeur du point de vue du consommateur, Septembre, pp.1-20, 2004.
DOI : 10.1177/076737010401900301

C. B. Battacharya and S. Et-sen, Consumer-Company Identification: A Framework for Understanding Consumers??? Relationships with Companies, Journal of Marketing, vol.67, issue.2, pp.76-88, 2011.
DOI : 10.1509/jmkg.67.2.76.18609

B. Max, Observations: Building brand equity by managing the brand's relationships, Journal of Advertising Research, vol.40, issue.6, pp.101-105, 2000.

M. Carrigan and . A. Et-attalla, The myth of the ethical consumer ??? do ethics matter in purchase behaviour?, Journal of Consumer Marketing, vol.18, issue.7, pp.560-57, 2001.
DOI : 10.1108/eb045757

A. S. Dick and K. Basu, Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, vol.22, issue.2, pp.99-113, 1994.
DOI : 10.1177/0092070394222001

M. Dodd and W. Supa, Understanding the effects of Corporate Social Responsibility on Consumer Purchase intentions, Public Relations Journal, vol.5, issue.3, pp.1-19, 2011.

F. R. Dwyer, P. H. Schurr, and S. Et-oh, Developing Buyer-Seller Relationships, Journal of Marketing, vol.51, issue.2, pp.11-27, 1987.
DOI : 10.2307/1251126

P. S. Ellen, Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs, Journal of the Academy of Marketing Science, vol.34, issue.2, pp.147-157, 2006.
DOI : 10.1177/0092070305284976

M. R. Forehand and S. Grier, When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism, Journal of Consumer Psychology, vol.133, pp.349-356, 2003.

S. Fournier, Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, vol.24, issue.4, pp.343-373, 1998.
DOI : 10.1086/209515

S. Ganesan, Determinants of Long-Term Orientation in Buyer-Seller Relationships, Journal of Marketing, vol.58, issue.2, pp.1-19, 1994.
DOI : 10.2307/1252265

N. Ind and C. Et-watt, Brands and breakthroughs: how brands help focus creative decision making, Brand Management, pp.330-338, 2005.
DOI : 10.1057/palgrave.bm.2540275

K. Keller, Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, vol.57, issue.1, pp.1-22, 1993.
DOI : 10.2307/1252054

K. L. Keller and K. R. Et-richey, The importance of corporate brand personality traits to a successful 21st century business, Journal of Brand Management, vol.79, issue.2 February, pp.74-81, 2006.
DOI : 10.1362/026725799784870441

M. C. Lichtlé and V. Et-plichon, La fidélité des consommateurs : une tentative de synthèse, Recherche et Applications en marketing, pp.121-141, 2008.

V. Liljander and I. Et-roos, Customer???relationship levels ??? from spurious to true relationships, Journal of Services Marketing, vol.16, issue.7, pp.593-614, 2002.
DOI : 10.1177/009207039502300414

W. G. Mangold and D. J. Et-faulds, Social media: The new hybrid element of the promotion mix, Business Horizons, vol.52, issue.4, pp.357-365, 2009.
DOI : 10.1016/j.bushor.2009.03.002

W. J. Mcguire, Some Internal Psychological Factors Influencing Consumer Choice, Journal of Consumer Research, vol.2, issue.4, 1976.
DOI : 10.1086/208643

R. M. Morgan and S. D. Hunt, The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, vol.58, issue.3, pp.20-38, 1994.
DOI : 10.2307/1252308

J. Moulins, Etat de fidélité et relation de fidélité : Eléments de réflexion pour une nouvelle approche de l'échange, Décision Marketing, pp.67-73, 1998.

B. Parguel, F. Benoit-moreau, and F. Et-larceneux, How Sustainability Ratings Might Deter ???Greenwashing???: A Closer Look at Ethical Corporate Communication, Journal of Business Ethics, vol.52, issue.1, pp.15-38, 2011.
DOI : 10.1016/S0148-2963(99)00098-3

URL : https://hal.archives-ouvertes.fr/halshs-00561187

J. E. Phelps, R. Lewis, L. Mobilio, D. Perry, and N. Raman, Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email, Journal of Advertising Research, vol.44, issue.4, pp.333-348, 2004.
DOI : 10.1017/S0021849904040371

G. Séré-de-lanauze and B. Et-siadou-martin, Quand les internautes parlent de la marque : dimensions linguistiques et effets sur la relation à la marque, pp.7-27, 2014.

R. A. Shang, C. Y. Liao, and H. J. , The value of participation in virtual consumer communities on brand loyalty, Internet Research, vol.16, issue.4, pp.398-418, 2006.
DOI : 10.1080/00913367.1943.10673459

C. Shannon and W. Et-weaver, The mathematical theory of communication, 1949.