000			01750cam a2200277 4500500
005			20250112060657.0
041			_afre
042			_adc
100	1	0	_aToti, Jean-François _eauthor
245	0	0	_aActivist subvertising: What is the impact on the subverted brand?
260			_c2020.
500			_a30
520			_aThe 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			_aactivist NGO
690			_aethics
690			_asubvertising
690			_abrand social responsibility
690			_abrand trust
690			_aethics
690			_ahijacking advertising
690			_abrand social responsibility
690			_abrand trust
690			_amilitant NGO
786	0		_nResponsible Organization Review | 15 | 2 | 2020-07-03 | p. 17-28 | 1951-0187
856	4	1	_uhttps://shs.cairn.info/journal-responsible-organization-review-2020-2-page-17?lang=en
999			_c223668 _d223668