La campagne publicitaire de promotion partage. De l’attention envers l’annonce à l’attitude : Rôle du système de valeurs (notice n° 844260)
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|---|---|
| fixed length control field | 02264cam a2200277 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250123143241.0 |
| 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 | Hadj Salem, Hajer |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | La campagne publicitaire de promotion partage. De l’attention envers l’annonce à l’attitude : Rôle du système de valeurs |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2020.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 64 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Cette recherche étudie l’effet de l’attention envers la publicité sociétale (promotion partage) sur le système de valeurs du récepteur et l’effet du système de valeurs sur les attitudes envers la marque et l’annonce. Une étude quantitative a été menée auprès de 204 consommateurs. Les résultats ont été analysés au moyen de la méthode des équations structurelles via l’approche PLS. Les discussions et les recommandations managériales ont été présentées. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This research investigates the effect of attention to societal advertising (sharing promotion) on the receiver’s value system and the effect of the consumer value system on brand attitude and ad attitude. A quantitative study was conducted among 204 consumers. The results were analyzed using the structural equations method using the PLS approach. The discussions and the managerial recommendations were presented. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Esta investigación estudiar el efecto de la atención a la publicidad social (promoción compartida) en el sistema de valores del receptor y el efecto del sistema de valores en las actitudes haciala marca y el anuncio. Se realizó un estudio cuantitativo entre 204 consumidores. Los resultados fueron analizados usando el método del ecuaciones estructurales a travésdel enfoque PLS. Se presentaron debates y recomendaciones de gestión. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicité sociétale |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | valeurs |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | efficacité publicitaire |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertisement effectiveness |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | value |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | societal advertising |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Bakini, Fatma |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Mkaouar, Naourez |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Recherches en Sciences de Gestion | 136 | 1 | 2020-07-16 | p. 183-202 | 2259-6372 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-recherches-en-sciences-de-gestion-2020-1-page-183?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-recherches-en-sciences-de-gestion-2020-1-page-183?lang=fr&redirect-ssocas=7080</a> |
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