Ethics has become an attractive research topic in the business literature. However, experimental studies probing the relation between business ethics and perceived firm value are relatively scarce. Accordingly, in this study we examined how unfair business practices affect customers’...

Starting from the idea that investing in CSR creates value not only for the company’s stakeholders, but especially for the company itself, in this article, using secondary data analysis, we try to answer the question: is CSR a sign of responsibility or just a marketing tool for promoting the...

The increasing investments in communication put in evidence the need for innovation to fulfil and improve identity, positioning (brand and products), reputation, goodwill, networking. This paper aims to analyze – following the literature on brand management and marketing communication - the...

This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a...

L'une des grandes tendances en matière de communication publicitaire actuellement réside dans la mise en avant d'arguments écologiques, à savoir " toute revendication, indication ou présentation, sous quelque forme que ce soit, utilisée à titre principal ou accessoire dans une publicité,...

Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility...

This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a...

In a period of world financial crisis which hinders the common development of businesses and strongly affects human and material resouces, all companies are concerned with buying behaviors changing. On the other hand, business environments realize that surviving over the crisis period depends on...

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....

Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the...