Congruent claims or central claims to convince: an application to food product co-operatives

Adapter ses arguments de communication à la représentation sociale de la gouvernance de l’entreprise pour convaincre: une application aux coopératives agroalimentaires

Axelle Faure-Ferlet (), Sonia Capelli () and William Sabadie ()
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Axelle Faure-Ferlet: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
William Sabadie: 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: In the field of branding, marketing littérature emphasized the the more the claim is congruent with the brand social representation and the more it is centrally positionned in this social représentation and the better its impact will be. The present research investigates those effects in the case of the social representation of the firm governance for food product co-operatives. With a between subject experiment 2 congruency levels (incongruent vs congruent) * 2 centrality levels (central elements vs peripheral element) dealing with an advertising for a food product provided by co-operative, we underline that the advertising claim – cooperative social representation congruency positively impacts the product buying intention through attitude toward the ad. On the contrary, claim centrality witin the cooperative social representation does not impact the product buying intention.

Keywords: congruency; social representation; centrality; co-operative governance; advertising; congruence; représentation sociale; centralité; gouvernance coopérative; communication (search for similar items in EconPapers)
Date: 2018-06-16
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Published in XXIVième Congrès de l’Association Française du Marketing, Jun 2018, Strasbourg, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01812173

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