This paper examines the ‘executional greenwashing’ effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Theoretical and regulatory implications are discussed.

This article explores the purposes pursued by the French research in marketing. A scientometric analysis of four AFM Congresses communications reveals the permanence of a powerful managerial paradigm and the recent development of more societal questions. These results are discussed in a...

Many retailers communicate about their societal engagements to improve their image. Yet, overwhelmed by these more or less well-founded societal claims, consumers get troubles to identify truly responsible retailers, making societal communication probably less efficient. Based upon the...

Previous research on corporate social responsibility (CSR) generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this...

Previous research on corporate social responsibility generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this paper...

Purpose – Using Keller's brand equity framework, the purpose of this paper is to investigate the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations....

Consumers’ participation in the different phases of product or service production process is developing from ordinary to more creative forms. However, the literature has mainly focused on the latter, even though simple and non-creative participation is now widespread in our society. After...

Using classical models of information processing and persuasion, this study examines the efficiency of European Directive 1999/94/EC, pertaining to automotive carbon emission information, as a means to encourage more sustainable consumption patterns. The Directive requires European carmakers to...

This research investigates the effect of substantive (verbal) and associative (visual and sound) execution factors on brand ecological image in case of greenwashing. Experimentation’s results show a positive effect of the semantic « more ecological ». They show a double effect of associative...

Les relations marque-consommateur ont fait l'objet de nombreuses recherches depuis les années 90 visant à comprendre leur développement, proposer des typologies de relations et mesurer leurs dimensions caractéristiques (attachement, confiance, engagement, fidélité). De manière parallèle,...