Le discours sociétal d'une enseigne de la grande distribution

Alexandre Lapeyre ()
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Alexandre Lapeyre: LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, IUT Paul Sabatier - Institut Universitaire de Technologie - Paul Sabatier - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: Communications about Corporate Social Responsibility (CSR) have increased in the past few years. However, the conditions of their persuasiveness remain little studied. A theoretical model is proposed and tested with a quantitative study using 546 customers of a mass market retailer. Results show the importance of advertiser legitimacy and advertisement credibility. The comparison of three types of corporate communications based on the notion of sustainable development suggests that they have to be handled with care.

Keywords: corporate social responsibility; sustainable development; perceived legitimacy; perceived credibility; relationship marketing; responsabilité sociétale de l’entreprise; développement durable; légitimité perçue; crédibilité perçue; marketing relationnel (search for similar items in EconPapers)
Date: 2013-06
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Published in Revue Française du Marketing, 2013, 2 (242), pp.27-44

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