This research investigates the effect of substantive (verbal) and associative (visual and sound) execution factors on brand ecological image in case of greenwashing. Experimentation’s results show a positive effect of the semantic « more ecological ». They show a double effect of associative...

Les relations marque-consommateur ont fait l'objet de nombreuses recherches depuis les années 90 visant à comprendre leur développement, proposer des typologies de relations et mesurer leurs dimensions caractéristiques (attachement, confiance, engagement, fidélité). De manière parallèle,...

Many firms, especially retailers, communicate about their societal engagements toimprove their image. Yet, overwhelmed by these more or less well-founded societal claims,consumers get troubles to identify truly responsible retailers, making societal communicationless efficient. To better...

Depuis 1994, dans le but d’orienter le choix des consommateurs vers des véhicules plus respectueux de l’environnement, la Commission Européenne impose aux constructeurs automobiles d’afficher, de manière très visible, le taux d’émission de CO2 des véhicules sur les publicités....

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,...

The present research investigates the influence of advertising greenwashing onproduct and brand ecological image. Based upon the ELM model, an experiment held on 640consumers manipulates three executional elements of an ad: the use of the green color, thepresence of the word “sustainable”...

This paper mobilizes classical models of information processing and persuasion (ELM) to examine the efficiency of a European Directive 1999/94/EC of December, 13, 1999 regarding automotive carbon emission information to convert consumers to more sustainable patterns of consumption. This...

Focus on the influence of Financial Markets on Marketing Departments everyday-life. Managers, relayed by media, frequently mention the tyranny of Financial Markets on listed firms strategies. How does it impact everyday-life within French Marketing Departments of listed consumer goods firms? Is...

The present research investigates the influence of 3 creative elements of an advertisement (the usage of the colour “green”, the word “sustainable” and the presence of a self-claimed ecological label) on consumers' perceptions regarding advertisement sincerity, ecological image and...

Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion...