Recherche et Applications en Marketing-English Edition最新文献

{"title":"Factors of effectiveness of green nudges for more eco-responsible behaviour – Systematic review and research directions","authors":"Clement Carrel, Marie-Laure Gavard-Perret, Cindy Caldara","doi":"10.1177/20515707231177814","DOIUrl":"https://doi.org/10.1177/20515707231177814","url":null,"abstract":"Considering the rise of green nudges, our objective is to determine the factors of their effectiveness through a systematic review, following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) method, which analyses 28 articles and 73 pro-environmental nudges. Following a redefinition of the concept and a categorisation based on the construal-level theory of psychological distance (opposing the lever of the ‘how’ to that of the ‘why’ of choice), the effectiveness of green nudges is analysed. A relationship of dependence appears between the (in)effectiveness of nudges and (1) the levers, mechanisms and techniques mobilised; (2) the visibility of the behaviour by others; (3) the field of application; and (4) the geographical area. These analyses and the limitations of the work reviewed provide a basis to propose avenues for research. New theoretical insights and recommendations are provided in favour of more effective nudges for the adoption of ecological and responsible behaviours.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45582987","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The effects of Instagram disclosure on consumer reactions to sponsored posts: The moderating impact of social media influencers’ perceived popularity","authors":"Juliette Passebois Ducros, Florence Euzéby, Sarah Machat","doi":"10.1177/20515707231175589","DOIUrl":"https://doi.org/10.1177/20515707231175589","url":null,"abstract":"At the request of brands, influencers promote products in their social media feed. They publish both authentic and sponsored content and, to distinguish one from the other, they are required to clearly disclose when their posts are sponsored. This research examines the impact of advertising disclosure on consumer reactions. We first propose an integrative model of the disclosing effect including advertising recognition and source’s credibility. We also examine the impact of influencer’s popularity in the disclosure process. An experiment conducted on Instagram ( n = 400) shows that disclosure negatively affects consumers’ intentions via the double mediation of advertising recognition and influencer’s credibility. It also reveals that, for very popular influencers, the negative effect of disclosure on consumer reactions through the double mediation is attenuated.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48539218","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumers’ awareness of the ethical issues associated with textile materials in the context of the ecological transition","authors":"Edith de Lamballerie, V. Guillard","doi":"10.1177/20515707231175749","DOIUrl":"https://doi.org/10.1177/20515707231175749","url":null,"abstract":"The ecological transition requires the transformation of consumers’ practices. However, for this transformation to occur, consumers must first be aware of the impacts of their practices. This article aims to understand how such awareness is achieved, through the study of textile materials in clothing. The analysis of 21 interviews conducted twice reveals the stages of the awareness process of textile materials. Reflection (moving from lived experience to representations) and then disadaptation (events creating a discrepancy between reality and representations) lead to conceptualization, from which the ethical issues involved gradually emerge. The first level of awareness concerns the impacts of textile materials on the durability of clothing. The second level concerns their impacts on the living world. These results, which fall within the scope of Transformative Consumer Research, provide guidelines to support changes in consumers’ practices toward a more ethical consumption.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44821766","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Rôle du branding interne dans la transformation sociétale de la marque","authors":"Fatima Regany, Cristina Longo","doi":"10.1177/07673701231175766","DOIUrl":"https://doi.org/10.1177/07673701231175766","url":null,"abstract":"Résumé La recherche a étudié le contexte organisationnel nécessaire au développement de marques durables sans explorer comment leur transformation s’opère. En adoptant le cadre conceptuel du branding interne, nous étudions la transformation sociétale de la marque gérée par les acteurs internes et les enjeux émergeants. Une étude qualitative révèle des dynamiques de collaboration et de tension entre responsables RSE et marketing, donnant lieu à la co-création de marques durables et visant un positionnement RSE. La figure de l’activiste, leader œuvrant pour faire de ses collègues des champions de marque en transition vers la durabilité, émerge. En connectant marketing interne et externe, des contradictions alimentent les dilemmes de la marque : communication transparente contre silence opaque, confiance en soi contre doute. Nos apports théoriques s’inscrivent en branding interne, co-création de marque et complexités des marques durables. Des recommandations visant à gérer en interne et à accélérer la transformation sociétale des marques sont proposées.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88784695","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Marketing durable : accélérons les transformations !","authors":"S. Dekhili, F. Durif, Aurélie Merle","doi":"10.1177/07673701231177803","DOIUrl":"https://doi.org/10.1177/07673701231177803","url":null,"abstract":"Le sixième rapport du GIEC (Groupe intergouvernemental d'experts sur l'évolution du climat) est plus qu’alarmant. Il confirme que les activités humaines sont la cause du dérèglement climatique et qu’un niveau de réchauffement global de 1.5°C par rapport à l’ère préindustrielle devrait être atteint dès 2030. Les émissions de gaz à effet de serre ont réchauffé le climat à un rythme sans précédent, et les impacts vont s’intensifier (IPCC, 2023). Au-delà du dérèglement climatique, plusieurs autres limites planétaires ont été franchies (Rockström et al., 2009 ; Steffen et al., 2015). Le GIEC pointe le résultat de tendances non soutenables dans nos modes de production, de consommation et styles de vie. Au vu de l’urgence, une transformation en profondeur des modèles de production et de consommation s’impose, mais également de notre rapport au temps (Stroude, 2022). Etant donné sa position privilégiée, à l’interface entre l’offre et la demande, le marketing a un rôle crucial à jouer en matière d’évolution des marchés. Le marketing peut et doit être un acteur dans la création d’un monde meilleur (Chandy et al., 2021 ; Dekhili, 2021 ; Mende et Scott, 2021). Les réflexions académiques sur les liens entre marketing et durabilité ne sont pas nouvelles. A titre d’exemple, pour célébrer les 75 ans de la revue Journal of Marketing, Kotler (2011) invitait à réinventer le marketing pour faire face aux impératifs écologiques. En 2014, Béji-Bécheur et Özçağlar-Toulouse coordonnaient un numéro spécial de la revue Recherche et Applications en Marketing autour de l’institutionnalisation du développement durable et de l’émergence d’un marketing durable. Le marketing durable part du principe que l’influence et le pouvoir du marketing et de ses outils peuvent être utilisés pour développer et diffuser des modèles de marché et de consommation en phase avec les enjeux environnementaux et sociaux. Il consiste en une démarche proactive et un processus qui créent de la valeur d’une façon combinée et systématique (1) pour l’entreprise, (2) pour le consommateur, et (3) pour l’environnement et la société. Concrètement, il se traduit par l’intégration des enjeux de durabilité au cœur de la vision stratégique de la marque et se concrétise à travers les différentes dimensions du marketingmix. Aussi, le marketing durable exige l’accompagnement des consommateurs pour tendre vers des pratiques de consommation durable (Dekhili et al., 2021). Cette approche rejoint la définition du marketing portée par l’American Marketing Association depuis 2007 et le concept de marketing positif (Gopaldas, 2015). Les enjeux de durabilité invitent à requestionner fondamentalement les recherches en marketing en termes de sens et d’impact sociétal (Parguel et al., 2018) ; débouchant sur des réorientations possibles en termes d’objets d’étude et de métriques. Des cadres d’analyse et agendas de recherche spécifiques à certaines dimensions du marketing durable ont vu le jour ces dernières années (e.g. Eckhar","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74163528","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"When a third party is a third chance: The impact of mediation on relationship quality with the firm in the post-recovery stage","authors":"Anna Mardumyan, William Sabadie","doi":"10.1177/20515707231175390","DOIUrl":"https://doi.org/10.1177/20515707231175390","url":null,"abstract":"The demand for mediation, in which a neutral third party offers advice to resolve a customer–firm conflict, continues to increase steadily in Europe. This article is the first to consider the recourse to mediation as a stage of the service recovery journey and empirically examine how the intervention of a mediator affects customer relationship quality in the post-recovery stage. The results indicate that the mediation outcome affects customers’ loyalty intentions toward the firm through the mediating effect of distributive justice. Considering neutrality as the foundational element of the mediation process, this research reveals a moderating impact of the mediation type (internal vs external) on the relationship between the mediation outcome and customers’ loyalty intentions toward the firm. The findings highlight the efficiency of the internal mediation over the external one after a favorable outcome and encourage firms to leverage mediation strategically to maintain customers, because it represents the last chance for firms to recover from the service failure.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49130694","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How the name-letter effect influences peer choice in the P2P economy","authors":"Camille Lacan","doi":"10.1177/20515707231172004","DOIUrl":"https://doi.org/10.1177/20515707231172004","url":null,"abstract":"This research aims to examine and extend the current understanding of the name-letter effect (NLE) – people’s implicit preference for the letters of their own name – on consumer peer choices in the P2P economy. Drawing on implicit consumer cognition, a new study is conducted to enhance the internal and external validity, which has been identified as weak in the previous literature. The current research successfully shows the NLE in actual consumer choices and reveals that it is an important driver influencing peer choice. Guest consumers on Airbnb disproportionally preferred renting accommodation from a host whose first name resembled their own (based on shared initials or shared unordered letters) rather than from any other host. This NLE increases with an increasing number of letters shared and is more pronounced in the case of first price tier accommodations and when the proximity with the host is high. This finding suggests an implicit name similarity preference that has important practical and ethical implications for the personalization marketing of recommender systems.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45216527","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Variété et variations des mondes vécus : définition et exploration d’un nouveau programme de recherche en marketing, à partir d’une ethnographie de la consommation de médecines alternatives et complémentaires","authors":"P. Robert-Demontrond","doi":"10.1177/07673701231167142","DOIUrl":"https://doi.org/10.1177/07673701231167142","url":null,"abstract":"Résumé Le tournant ontologique en anthropologie renouvelle le questionnement de l’altérité, en étant attentif à la diversité des conceptions du monde et des relations phénoménologiques au monde. Le modèle de Descola s’est imposé dans ce mouvement théorique. Il distingue trois ontologies autres que celle actuellement dominante en Occident. S’il admet la possibilité de leur expression","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-05-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84844065","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Should brands foster their Instagram account followers’ fear of missing out by posting ephemeral content?","authors":"Daniel Maar, Hajer Kefi, Mehmet A. Orhan","doi":"10.1177/20515707231161808","DOIUrl":"https://doi.org/10.1177/20515707231161808","url":null,"abstract":"Several blogs and websites with a focus on social media marketing suggest that brands can benefit from fostering their Instagram account followers’ fear of missing out (FoMO) by posting ephemeral content. Relying on an online survey with 550 followers of Instagram brand accounts and a scenario-based experiment with 535 participants, this article shows that content ephemerality triggers followers’ FoMO, which increases brand account engagement and brand account fatigue. Brand account engagement (fatigue), in turn, positively (negatively) relates to brand attitude and brand attachment. Further analyses reveal that the total effect of followers’ FoMO on brand attachment is positive and significant, while the total effect of FoMO on brand attitude is not significant. Moreover, content ephemerality has a negative and significant total effect on brand attitude. A key implication of these findings is that it is not beneficial for brands to foster their Instagram account followers’ FoMO by posting ephemeral content.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45769181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Accélérer la transition vers une alimentation plus durable : un nouvel éclairage des liens au sein d’un système de pratiques","authors":"Morgane Innocent, Samuel Guillemot, P. Gabriel, Annick Tamaro","doi":"10.1177/07673701231166312","DOIUrl":"https://doi.org/10.1177/07673701231166312","url":null,"abstract":"Plus d’un tiers des émissions de gaz à effet de serre, imputables aux activités humaines, sont liés à l’alimentation (Crippa et al., 2021). Il s’agit donc de l’une des principales transitions que nous devons réaliser. Or, l’alimentation ne peut se résumer à ce que nous mangeons. L’étudier, c’est s’intéresser aux produits alimentaires achetés, aux lieux d’achat, à la manière de préparer et cuisiner les aliments, et même à la manière de les conserver et de gérer les déchets produits. Un rapport du Sénat intitulé « Vers une alimentation durable » (Cartron et Fichet, 2020) considère ainsi que l’alimentation, ou ce que les auteurs appellent le système alimentaire, « représente l’ensemble des acteurs et des activités qui concourent à nourrir les êtres humains du “champ à l’assiette” ». Une telle considération situe Accélérer la transition vers une alimentation plus durable : un nouvel éclairage des liens au sein d’un système de pratiques","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2023-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77089966","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}