Activist subvertising: What is the impact on the subverted brand? (notice n° 223668)
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| fixed length control field | 01750cam a2200277 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112060657.0 |
| 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 | Toti, Jean-François |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Activist subvertising: What is the impact on the subverted brand? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2020.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 30 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The growth of the internet and the emergence of social media are facilitating interactions between organizations and consumers. Among the content shared, we can find subvertising, which can take many forms: humorous, shocking, or even ironic. This study examines the impact of activist subvertising, shared by associations or NGOs, on the perception of the subverted brands. On the basis of a real campaign using subvertising to raise awareness of a social issue, we conducted a quantitative study among 161 French internet users. The results show that the credibility of the emitter is a prerequisite for the effectiveness of the subvertising and that a link between the defended cause and the subverted brand is necessary. Finally, the impact of subvertising on perceived brand ethics is limited in the case we studied: a luxury brand. The subsequent research implications and future research avenues are then discussed. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | activist NGO |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | ethics |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | subvertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand social responsibility |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand trust |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | ethics |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | hijacking advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand social responsibility |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand trust |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | militant NGO |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Responsible Organization Review | 15 | 2 | 2020-07-03 | p. 17-28 | 1951-0187 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-responsible-organization-review-2020-2-page-17?lang=en">https://shs.cairn.info/journal-responsible-organization-review-2020-2-page-17?lang=en</a> |
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