000			01614cam a2200289 4500500
005			20251214033826.0
041			_afre
042			_adc
100	1	0	_aBrodin, Oliviane _eauthor
700	1	0	_aToti, Jean-François _eauthor
245	0	0	_aThe subversive reappropriation of advertisements by activists: What are the effects of moral indignation on the cause, the NGO involved, and the brand subject to the reappropriation?
260			_c2024.
500			_a28
520			_aThis paper focuses on activists’ subversive reappropriations of advertisements, designed by associations or NGOs with the aim of engaging consumers in their cause. These reappropriations are common, especially on social media where they can circulate widely. This article aims to study their effects on the cause defended, on the association behind the reappropriation, and on the brand that is the object of it. An experimental design was used to show the role of moral indignation in these effects on attitudes and engagement, taking into account the radicality of the association and the tone of the message.
690			_aactivism
690			_abrand
690			_aengagement
690			_amoral indignation
690			_areappropriating advertisements
690			_aactivism
690			_aadvertising diversion
690			_abrand
690			_acommitment
690			_amoral indignation
786	0		_nLa Revue des Sciences de Gestion | 325-326 | 1-2 | 2024-05-06 | p. 27-37 | 1160-7742
856	4	1	_uhttps://shs.cairn.info/journal-revue-des-sciences-de-gestion-2023-6-page-27?lang=en&redirect-ssocas=7080
999			_c1575959 _d1575959