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on Marketing |
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Issue of 2024‒04‒29
two papers chosen by |
| By: | D. Louis; C. Lombart (Audencia Business School) |
| Abstract: | This study investigates the impact of a water brand's CSR message highlighting the brand's environmental concerns on brand-related variables (attitude towards the brand and CSR) and consumer-related variables (consumer efforts to adopt sustainable behaviours and well-being). A research model is proposed, and the relationships postulated are tested on 414 French consumers. The study establishes the effectiveness of this kind of CSR messaging in influencing French consumers to purchase and recommend a particular brand. It then shows the direct and indirect ways in which a brand's CSR messaging can improve consumers' behavioural intentions (i.e. intentions to purchase the brand's products and to recommend the brand and/or its products). It also underscores that brand-related variables contribute to increasing brands', and thus companies', business performance, whereas consumer-related variables contribute to increasing their social performance. Finally, the REBUS-PLS method emphasises the existence of several consumer groups and identifies the core target customer groups on which companies should focus their communication efforts. |
| Keywords: | CSR, CSR message, sustainable behaviours, purchase intentions, well-being |
| Date: | 2024–01 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-04386727&r=mkt |
| By: | J. Liao; S. He; W. Feng; R. Filieri (Audencia Business School) |
| Abstract: | Consumers usually endorse tourism products differently when sharing positive electronic word-of-mouth (eWOM). This research examines the relative persuasiveness of two endorsement styles, that is, explicit endorsement (e.g., ‘‘I recommend it'') and implicit endorsement (e.g., ‘‘I love it''). Drawing on the persuasion knowledge model, we propose that explicit endorsements are less persuasive than implicit endorsements because the former trigger stronger persuasion knowledge. We further argue that source trustworthiness mitigates the persuasion effect difference between the two endorsement styles. This article assesses these hypotheses across different sources (anonymous reviewers, friends, influencers), channels (online community, social commerce platform, social networking app), and products (hotels, restaurants) using secondary data analysis and two experiments. Three studies provide support for our hypotheses. By revealing the relationship between endorsement styles and eWOM persuasiveness, this article provides important implications for implementing effective product endorsement. |
| Keywords: | endorsement styles, electronic word-of-mouth, persuasion, source trustworthiness, persuasion knowledge, linguistic effects |
| Date: | 2024–04 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-04500383&r=mkt |