Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion...

Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion...

Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion...

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...

De nombreuses enseignes communiquent sur leurs engagements sociétaux afin d’améliorer leur image auprès des consommateurs. Néanmoins, face à la profusion d’arguments plus ou moins fondés, l’efficacité de la communication sociétale peut être questionnée. Mobilisant la théorie de...