Comunicazione dei prodotti di marche e Cittadinanza. Approccio esplorativo della Comunicazione Citoyenne

Jean Claude Andreani, Gérard Bouquet, François Conchon and Jean Louis Moulins

Micro & Macro Marketing, 2008, issue 2, 175-192

Abstract: Brands' citizen communication consists in creating a social link between trademarks and society, that is to say in sending messages not only to their consumers, to their employees and to their stockholders, but also to the citizens in general and to their representatives (social and political). Except their commercial targets, citizenship markshave a social unselfish project, which is not directly linked to their research of benefit. They dedicate a part of their work to the improvement of social environment and collective well fair or to the social actions. Their targets to share their competences and their know-how and to put them in the service of everybody. Their means are information, assistance and education. In exchange for their services and their "philanthropic" actions citizenship brands get capital of image given to their direct or indirect customers. At the same time they benefit from a hard core of "supporters" advocating for the same ideas and representing the foundations of their brand community.

Keywords: communication; citizen; brand; advertising; community; drugs; ethics; social responsibility; marketing (search for similar items in EconPapers)
Date: 2008
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