La légitimité d'une communication sociétale: le rôle de l'annonceur

Sonia Capelli () and William Sabadie ()
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Sonia Capelli: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
William Sabadie: IRIS - Equipe de Recherche en marketing - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: The advertiser's legitimacy when promoting a cause can be considered through three aspects: the historical, the purpose and the means legitimacy. The validity of this concept is confirmed by a qualitative study (thanks to cognitive maps) as well as by an experiment as far as fear appeals is concerned.

Keywords: legitimacy; credibility; cognitive map; fear appeals; societal communication; communication sociétale; légitimité; crédibilité; cartes cognitives; messages menaçants (search for similar items in EconPapers)
Date: 2005-03-01
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Citations: View citations in EconPapers (1)

Published in Recherche et Applications en Marketing (French Edition), 2005, 20 (4), pp.53-70

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00467933

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