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L'influence de la communication par l'événement sur la nature de l'image d'entreprise

Author

Listed:
  • Jean-Luc Giannelloni

    (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)

Abstract

Cet article se propose de montrer que la communication par l'événement est efficace pour modifier les croyances à l'égard de l'entreprise «sponsor» notamment sur ses dimensions de dynamisme et d'attirance perçus. Pour cela, une approche basée sur une démarche quasi expérimentale, et sur un modèle structurel (PLS), a été utilisée. Les résultats obtenus tendent à confirmer cette modification.

Suggested Citation

  • Jean-Luc Giannelloni, 1993. "L'influence de la communication par l'événement sur la nature de l'image d'entreprise," Post-Print hal-02015222, HAL.
    • Handle: RePEc:hal:journl:hal-02015222
    DOI: 10.1177/076737019300800101
    as

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