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Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

Larceneux, Fabrice; Benoît-Moreau, Florence; Renaudin, … - Université Paris-Dauphine (Paris IX) - 2012

attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are …

Persistent link: https://www.econbiz.de/10011074044

“Alisha in Obesity-land”: Is Food Marketing the Mad Hatter?

Johnson, Guillaume D.; Grier, Sonya A. - Université Paris-Dauphine (Paris IX) - 2011

This case explores the aggregate influence of corporate marketing practices on public health and examines the … increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity … epidemic. Specifically, it engages a discussion about a significant yet overlooked dimension - targeted marketing to ethnic …

Persistent link: https://www.econbiz.de/10011074166

'Alisha in Obesity-land’: Is Food Marketing the Mad Hatter?

Johnson, Guillaume D.; Grier, Sonya A. - Université Paris-Dauphine (Paris IX) - 2013

Persistent link: https://www.econbiz.de/10010752099

Le cinémarque : septième art, publicité et placement des marques

Fontaine, Isabelle; Debenedetti, Stéphane - Université Paris-Dauphine (Paris IX) - 2004

on (1) the creative process, (2) the production and marketing of films and (3) their reception by moviegoers. Through the …

Persistent link: https://www.econbiz.de/10011166418

The Social Dimension of Multi-Racial Advertising: Its Impact on Consumers’ Attitude

Johnson, Guillaume D. - Université Paris-Dauphine (Paris IX) - 2009

Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the...

Persistent link: https://www.econbiz.de/10011265543

Investigating Potential Misleading Effects of Executional Cues in Marketing

Parguel, Béatrice; Benoît-Moreau, Florence; Russell, … - Université Paris-Dauphine (Paris IX) - 2014

This paper examines the ‘executional greenwashing’ effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Theoretical and regulatory implications are discussed.

Persistent link: https://www.econbiz.de/10011093899

Negative effect of the promotion signal on reference price

Desmet, Pierre - Université Paris-Dauphine (Paris IX) - 2004

Persistent link: https://www.econbiz.de/10010861631

Promotion des ventes et capital marque

Desmet, Pierre - Université Paris-Dauphine (Paris IX) - 2003

Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with...

Persistent link: https://www.econbiz.de/10010905286

L’interférence concurrentielle dans la communication par prospectus : une étude exploratoire

Sabri, Ouidade; Mimouni, Aîda; Parguel, Béatrice - Université Paris-Dauphine (Paris IX) - 2008

Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect,...

Persistent link: https://www.econbiz.de/10010905369

Building brand equity with environmental communication: an empirical investigation in France

Parguel, Béatrice; Benoît-Moreau, Florence - Université Paris-Dauphine (Paris IX) - 2011

Purpose – Using Keller's brand equity framework, the purpose of this paper is to investigate the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations....

Persistent link: https://www.econbiz.de/10010960552