URAM-Marketing

Unité de Recherche et d'Applications en Marketing

LE ROLE MEDIATEUR DE LA CREDIBILITE DE L’ANNONCEUR DANS L’EFFICACITE DE LA PUBLICITE CORPORATE RESPONSABLE


Abstract:

La crédibilité est un élément de l’efficacité de la publicité. Des recherches ont montré que les perceptions de la crédibilité de l’annonceur  peuvent avoir un effet significatif sur les réponses des consommateurs face à la publicité.

Les résultats de la présente recherche suggèrent qu’une congruence entre l’annonceur et la cause soutenue renforce la crédibilité perçue de l’entreprise et donne une image responsable de l’entreprise. Les résultats des tests de médiation indiquent que la crédibilité de l’entreprise joue un rôle médiateur entre la congruence et l’image socialement responsable de l’entreprise.

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