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Le discours sociétal d'une enseigne de la grande distribution

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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)

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.

Suggested Citation

  • Alexandre Lapeyre, 2013. "Le discours sociétal d'une enseigne de la grande distribution," Post-Print hal-03829682, HAL.
    • Handle: RePEc:hal:journl:hal-03829682
    Note: View the original document on HAL open archive server: https://ut3-toulouseinp.hal.science/hal-03829682v1
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    File URL: https://ut3-toulouseinp.hal.science/hal-03829682v1/document
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    References listed on IDEAS

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