Are All Labels Ethical?

Les labels sont-ils tous éthiques ?

Fabienne Chameroy () and Jean-Louis Chandon ()
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Fabienne Chameroy: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Jean-Louis Chandon: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: Are All Labels Ethical? This article aims to contrast the implied message of trust and quality granted by a label with some markets practices. The credibility of a label is based on the fact that the product or service offered for the purchase is evaluated by a trusted third party according to strict and publicly accessible specifications rules. The contribution of this work is both conceptual and exploratory. The literature review is complemented by concrete examples of labels and qualitative interviews with consumers and marketing experts. We emphasize the drift risks faced by a brand using some labels or pseudo labels that do not stick to transparent assessment rules. The logic of labelling is by nature more demanding than the logic of communication of a brand in terms of ethics. The boundary between these two rationales must be maintained in the interest of consumers and the brand. Finally, the limits of this research and its managerial implications are detailed.

Keywords: ethics; consumer behavior; brand strategy; label; éthique; comportement du consommateur; stratégie de marque (search for similar items in EconPapers)
Date: 2011
Note: View the original document on HAL open archive server: https://hal.science/hal-02092068v1
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Published in İleti-ş-im: Galatasaray Üniversitesi İletişim Dergisi, 2011, 15, pp.79-101

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02092068

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