URAM-Marketing

Unité de Recherche et d'Applications en Marketing

LE ROLE MEDIATEUR DE L’ATTRIBUTION ALTRUISTE A L’ANNONCEUR RESPONSABLE


Abstract:

Dans le domaine de la responsabilité sociétale, les travaux convergent sur l’existence d’un effet de la congruence perçue entre la cause et l’entreprise sur l’évaluation de cette dernière. Mais que l’effet de la congruence perçue n’est pas direct sur la perception de l’entreprise et qu’il est nécessaire de prendre en considération un facteur explicatif médiateur tel que l’attribution de motifs altruistes à l’entreprise. En effet, les attributions favorables en matière de RSE peuvent être un enjeu majeur de la communication et qu’elles pourraient jouer un rôle déterminant dans la réponse à la publicité corporate responsable.

Les résultats des tests de médiation indiquent que l’attribution de motifs altruistes à l’annonceur joue un rôle médiateur entre la congruence perçue entre la cause et l’annonceur et la crédibilité perçue de l’entreprise.

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