L'empowerment to select dans les campagnes de RSE: Une étude qualitative exploratoire

Hajer Bachouche ()
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Hajer Bachouche: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Appealing to customers for a selection of characteristics of a future product, the next communication campaign, the price of the product or service to come is a practice increasingly used by companies. The objective of this research is to study effects for brands of the opening to consumers' votes for the selection of future corporate CSR campaigns. Indeed, if researches carried out on the use of consumers in CSR campaigns' choice usually study their positive effects on the perceptions and evaluations of consumers, this research explores the factors likely to reduce the effectiveness of these campaigns.

Keywords: empowerment to select; brand equity; consumers; ads; efficacy (search for similar items in EconPapers)
Date: 2016-10-12
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01619957v1
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Published in 19ème colloque Etienne Thil, Institut du Marketing et du Management de la Distribution (IMMD), Oct 2016, Roubaix, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01619957

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