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...

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....

L'une des grandes tendances en matière de communication publicitaire actuellement réside dans la mise en avant d'arguments écologiques, à savoir " toute revendication, indication ou présentation, sous quelque forme que ce soit, utilisée à titre principal ou accessoire dans une publicité,...

Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility...

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...

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...

Though not a recent practise, brand placement in movies has been developing rapidly during the last few years. Does the intrusion of this advertising logic into the film itself consist of a peril or a profit for the seventh art ? Adopting the point of view of the different actors of the movie...

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.

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...