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L'empowerment to select dans les campagnes de RSE : Une étude qualitative exploratoire

Author

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  • Hajer Bachouche

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Appealing to customers for a selection of characteristics of a future product, the next communication campaign, the price of the product or service to come is a practice increasingly used by companies. The objective of this research is to study effects for brands of the opening to consumers' votes for the selection of future corporate CSR campaigns. Indeed, if researches carried out on the use of consumers in CSR campaigns' choice usually study their positive effects on the perceptions and evaluations of consumers, this research explores the factors likely to reduce the effectiveness of these campaigns.

Suggested Citation

  • Hajer Bachouche, 2016. "L'empowerment to select dans les campagnes de RSE : Une étude qualitative exploratoire," Post-Print hal-01619957, HAL.
    • Handle: RePEc:hal:journl:hal-01619957
    Note: View the original document on HAL open archive server: https://hal.science/hal-01619957
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    References listed on IDEAS

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    1. Simona Botti & Ann L. McGill, 2006. "When Choosing Is Not Deciding: The Effect of Perceived Responsibility on Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 211-219, July.
    2. Berglind, Matthew & Nakata, Cheryl, 2005. "Cause-related marketing: More buck than bang?," Business Horizons, Elsevier, vol. 48(5), pages 443-453.
    3. Müller, Sarah S. & Fries, Anne J. & Gedenk, Karen, 2014. "How much to give? — The effect of donation size on tactical and strategic success in cause-related marketing," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 178-191.
    4. Gordon Liu & Wai-Wai Ko, 2011. "An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives," Journal of Business Ethics, Springer, vol. 100(2), pages 253-281, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    empowerment to select; brand equity; consumers; ads; efficacy;
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