Vidéos et podcasts
en Gestion et Management
Facebook Linkedin Youtube Instagram
Toutes les videos

The roles of cause familiarity, cause-brand fit and perceived betrayal in cause-brand alliances

  • Recherche
  • Développement Durable et RSE, Marketing, Vente et Communication

199 vues

Partager

This cross-cultural study (individualist vs. collectivist culture) applies the levels of representation theory to explore the impact of cause familiarity on brand attitudes and the mediating effect of cause-brand fit. The research also examines the moderating role of perceived betrayal in the relationship between cause-brand fit and brand attitude. The data, collected from 455 French and Turkish participants via snowball sampling, reveal a significant influence of cause familiarity on brand attitude. Attitude towards fit in a cause-brand alliance acts as a mediator, while perceived betrayal moderates this relationship, highlighting the positive effects of alignment with a familiar cause on brand attitude and underscoring the crucial importance of fit in such alliances.

https://www.emerald.com/insight/content/doi/10.1108/IMR-12-2021-0385/full/html
https://onlinelibrary.wiley.com/doi/abs/10.1111/beer.12538
https://www.emerald.com/insight/content/doi/10.1108/IMR-12-2018-0348/full/html

Mots clés
  • Alliances cause-marque, Attitude à l'égard de l'adéquation dans une alliance cause-marque, Attitude envers la marque, Covid-19, Familiarité avec la cause, Marketing lié à la cause, Perception de trahison, RSE

Auteur.e(s)

REZAEE VESSAL Saeedeh
Professeur associé
EMLV
KHELLADI Insaf
Enseignant-chercheur
EMLV

Institution(s)

Vidéos de la même institution

05:21

Triple Bottom Line Performance in Post Covid B2B Marketing

The Triple Bottom Line (TBL) concept emphasizes that business success should not be measured solely by financial performance. It includes social and environmental impacts alongside profit. Additionally, dynamic capabilities help firms adapt to rapid environmental changes and enhance sustainability performance. Previous studies have shown that TBL initiatives can also improve sustainability performance. However, no research has investigated how dynamic abilities and TBL initiatives jointly impact B2B firms’ sustainability performance in the post-COVID-19 period. This study aims to examine the implications of dynamic capabilities on TBL performance, particularly from a B2B marketing perspective. By developing and validating a conceptual research model, it contributes to the literature related to dynamic capability view, TBL, and sustainability.
CHAUDHURI Ranjan - EMLV |
  • Recherche
  • Développement Durable et RSE, Marketing, Vente et Communication, Série Spécial Covid
04:24

Synergies of Institutional Theory and Dynamic Capability View in Firm Performance: Exploring Climate Change Adaptation and B2B Marketing Capabilities

Based on institutional theory and the dynamic capability view, this study delves into the relationship between a firm's climate change adaptation (CCA) capability and its performance, with a focus on the mediating influence of business-to-business (B2B) marketing capability. The study poses two main research questions: RQ1: What role do institutional pressures play in fostering CCA capability among B2B firms in both developed and developing countries? RQ2: How does the CCA capability of B2B firms impact their performance? To validate the theoretical model developed, data is collected through surveys conducted in a developed country (Australia) and a developing country (South Africa). The study holds significance on two fronts: (a) being among the first to examine the influence of institutional pressures on CCA capability development, and (b) uncovering the mediating role of marketing capability in enhancing B2B firm performance through CCA capability. The study's novel contribution lies in identifying pivotal elements for driving exceptional B2B firm performance amidst climate change, while employing institutional theory and the dynamic capability view to elucidate underlying mechanisms.
BAG Surajit - EMLV |
  • Recherche
  • Logistique et Supply Chain, Management Stratégique, Marketing, Vente et Communication
06:06

International Business under Sanctions

The paper explores how sanctions affect international business (IB) and how firms respond to sanctions. We propose that firms’ reactions to sanctions can be analyzed through the lenses of leading IB theories, including institutions-based view and resource-based view. We argue that IB scholars can go beyond existing approaches to explain how firms act when facing sanctions. Moreover, we suggest that studies of firms facing sanctions help to reassess some of the assumptions underlying the prevailing theoretical explanations. We contribute with systematic view on strategy options that international and domestic firms may implement when faced with sanctions.
PANIBRATOV Andrei - EMLV |
  • Recherche
  • Gouvernance, Management international
03:09

Le langage du coaching

Bien que la pratique du coaching ait fait l’objet d’une attention soutenue dans la littérature, aucun cadre théorique n’existe pour guider le langage des conversations visant à améliorer la performance des dirigeants. Cet article répond à cette omission. À la suite de Richard Weaver, il ressuscite une ancienne distinction entre langage noble et ignoble et combine cette distinction avec une hiérarchie linguistique. Le langage noble culmine et donne voix à une performance exécutive optimale ; en tant que tel, c’est le langage idéal du coaching.
JOULLIÉ Jean-Étienne - EMLV |
  • Recherche
  • Enseignement supérieur de Management, Gestion des Ressources Humaines

Vidéos de la même thématique

  • 00:05:21

Triple Bottom Line Performance in Post Covid B2B Marketing

The Triple Bottom Line (TBL) concept emphasizes that business success should not be measured solely by financial performance. It includes social and environmental impacts alongside profit. Additionally, dynamic capabilities help firms adapt to rapid environmental changes and enhance sustainability performance. Previous studies have shown that TBL initiatives can also improve sustainability performance. However, no research has investigated how dynamic abilities and TBL initiatives jointly impact B2B firms’ sustainability performance in the post-COVID-19 period. This study aims to examine the implications of dynamic capabilities on TBL performance, particularly from a B2B marketing perspective. By developing and validating a conceptual research model, it contributes to the literature related to dynamic capability view, TBL, and sustainability.
CHAUDHURI Ranjan - EMLV |
  • Recherche
  • Développement Durable et RSE, Marketing, Vente et Communication, Série Spécial Covid
  • 00:04:24

Synergies of Institutional Theory and Dynamic Capability View in Firm Performance: Exploring Climate Change Adaptation and B2B Marketing Capabilities

Based on institutional theory and the dynamic capability view, this study delves into the relationship between a firm’s climate change adaptation (CCA) capability and its performance, with a focus on the mediating influence of business-to-business (B2B) marketing capability. The study poses two main research questions: RQ1: What role do institutional pressures play in fostering CCA capability among B2B firms in both developed and developing countries? RQ2: How does the CCA capability of B2B firms impact their performance? To validate the theoretical model developed, data is collected through surveys conducted in a developed country (Australia) and a developing country (South Africa). The study holds significance on two fronts: (a) being among the first to examine the influence of institutional pressures on CCA capability development, and (b) uncovering the mediating role of marketing capability in enhancing B2B firm performance through CCA capability. The study’s novel contribution lies in identifying pivotal elements for driving exceptional B2B firm performance amidst climate change, while employing institutional theory and the dynamic capability view to elucidate underlying mechanisms.
BAG Surajit - EMLV |
  • Recherche
  • Logistique et Supply Chain, Management Stratégique, Marketing, Vente et Communication
  • 00:03:16

What is Deep Electronic Word of Mouth (eWOM) ?

“Deep” Electronic Word of Mouth involves in-depth online consumer discussions about products and services. It goes beyond surface-level comments, offering thoroughness, authenticity, and influence. Examples include detailed reviews on platforms like Amazon, TripAdvisor and discussions in specialized forums impacting businesses and consumers.
ZAMAN Mustafeed - EM Normandie |
  • Dico du Management
  • Marketing, Vente et Communication
  • 00:04:01

Supply Chain Management : Vite, une féminisation !

Cette vidéo explique que la féminisation dans le domaine du Supply Chain Management est essentielle pour favoriser la diversité et l’inclusion. Bien que souvent négligée, elle enrichit les équipes en apportant une variété de perspectives et d’idées, favorisant ainsi l’innovation et la compétitivité dans un monde en évolution constante. Malgré des progrès, les femmes demeurent sous-représentées dans des postes clés, confrontées à divers obstacles tels que l’homophilie, les stéréotypes de genre et les défis d’équilibre travail-vie personnelle. Les entreprises et les établissements d’enseignement doivent s’engager fermement pour sensibiliser et promouvoir l’avancement des femmes dans ce domaine. La diversité de genre a également démontré des avantages économiques et sociaux, comme une meilleure performance financière et une amélioration des normes de sécurité. Ainsi, la féminisation n’est pas seulement une question d’égalité, mais aussi un impératif pour le succès et la durabilité du Supply Chain Management. Les professionnels et les chercheurs sont appelés à travailler ensemble pour créer un avenir plus juste, prospère et innovant pour tous.
RUEL Salomée - Excelia Business School |
  • Tendances
  • Développement Durable et RSE, Gestion des Ressources Humaines, Logistique et Supply Chain
Développement Durable et RSE
Marketing, Vente et Communication

S'abonner aux vidéos FNEGE MEDIAS

Youtube