Brand Activism: The Roles of Brand Legitimacy and Psychological Distance in the Consumer–Brand Relationship (notice n° 464712)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02368cam a2200277 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121051454.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Moumade, Samia |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Brand Activism: The Roles of Brand Legitimacy and Psychological Distance in the Consumer–Brand Relationship |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2024.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 17 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • ObjectivesAccording to the theory of the relationship between the consumer and the brand, this research aims to discover the mechanisms by which consumers approve, disapprove, or ignore brand activism campaigns from an affective and cognitive point of view. • MethodologyThis research analyses two brand activism campaigns, one social and the other environmental. It is based on a qualitative study protocol (36 participants), using the online Album On-Line (AOL) technique with 24 respondents, enriched by 12 semi-structured interviews. • ResultsThis study reveals: an emotional mechanism, psychological distance, and a cognitive mechanism, brand legitimacy. This research highlights the three pillars of legitimacy (moral, cognitive, and pragmatic). Furthermore, if the brand is perceived as being too far removed from the cause, consumers feel detached from the brand and question its legitimacy. • Managerial implicationsThese results suggest ways to mitigate the negative effects and enhance the positive impact of brand activism campaigns by (1) strengthening brand legitimization strategies and (2) reducing the psychological distance between consumers and the cause supported by brands. • OriginalityThis article draws on the conceptualization of the duality of consumers’ mental representations to offer a better understanding of the relationship between the consumer and the brand in the case of real brands. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand activism |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | psychological distance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | legitimacy |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand relationship quality |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand activism |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | psychological distance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | legitimacy |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand relationship quality |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Hemonnet-Goujot, Aurélie |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Valette-Florence, Pierre |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 113 | 1 | 2024-04-03 | p. 133-155 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2024-1-page-133?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2024-1-page-133?lang=en&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux