Search results for "Ethical Marketing"
showing 3 items of 3 documents
Rendre la mode transparente au consommateur : mais quoi montrer ?
2021
La transparence dans le domaine de la mode semble paradoxale. Nous avons cherché à comprendre comment les informations peuvent être plus transparentes pour les consommateurs. A l'exemple du modèle de la transparence numérique proposé par Portes et al (2020), nous avons identifié les trois dimensions : l'information objective dans le domaine de la mode semble être : le prix, les matières premiers, le lieu de production ; limpidité : les consommateurs souhaitent connaitre comment le prix est affecté dans la chaine de production par exemple ; et ouverte, parce que le consommateur souhaite échanger avec la marque. Nous avons également rencontré les conséquences d'engagement et de confiance. A d…
How can mega events and ecological orientation improve city brand attitudes?
2014
Purpose – The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring the citizens of a particular place. Cities must manage and administer their geographical territories as if they were brands, seeking to increase the benefits to society. Design/methodology/approach – An empirical study was performed by collecting information from 398 residents of Aguascalientes (Mexico) during the National Fair of San Marcos in 201…
Exploring dark creativity: the role of power in an unethical marketing task
2020
Creativity is seen as a significant driver for successful marketing activities. However, little attention is paid to its shady side and little research on the prerequisites for unethical behaviour of marketing experts and executives is on hand. In our experimental study, we examine the mutual influence of power, honesty-humility, and benevolent creativity as predictors for ‘dark creativity’ (the use of creative ideas for malevolent actions). Participants (N = 387) were randomly assigned to a high vs. low power condition (role of marketing director vs. marketing intern). Dark creativity was correlated to benevolent creativity, power motive, and honesty-humility, but did not depend on the pow…