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Responsabilité sociétale des entreprises et fidélisation
No full textInternational audienceLe chapitre 3, proposé par Didier Louis, Nathalie Fleck et Cindy Lombart, passe en revue les activités de responsabilité sociétale des entreprises (RSE) : les activités philanthropiques, le respect de l’environnement, le respect des consommateurs ou encore le respect des collaborateurs, etc., qui permettent de mettre en avant un ensemble de valeurs et d’objectifs environnementaux et sociaux et de créer, ainsi, des actifs intangibles en termes d’images et de réputation. Ils questionnent ainsi l’impact de la RSE sur la fidélité des clients. Si les clients expriment des attentes en matière de RSE, le fait pour une entreprise de s’engager dans une démarche RSE a-t-il des effets sur la fidélisation de ses clients ? Les travaux présentés permettent de démontrer que les activités philanthropiques des enseignes impactent positivement la fidélité des clients sur des dimensions différentes (transactionnelle, relationnelle, ou hybride) en fonction de la sensibilité à la RSE du client
A Two-Step Guessing Game
No full textInternational audienceWe propose a two-step guessing game to measure the depth of thinking. We apply this method to the P beauty contest game. Using our method, we find that 81% of subjects do not make choice following best response reasoning while the classical method would suggest only 12%. The result suggests that the classical method has the fundamental problem that it cannot distinguish if a submitted number is due to best response reasoning or not. It also suggests that traditional level k analysis falsely attributes some sophistication to random players, and that the degree of false attribution is large. Our procedure provides an alternative way to identify whether the individual has best response reasoning which is essential for any positive level of depth of thinking and differentiates between the depth of thinking and random choice, and hence provides a very different conclusion, which is suggestive of limitations of the classical method
The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media
No full textInternational audiencePurpose Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects within the co-creation process. The authors develop a model for synthesizing the interactive concepts related to fan co-creation in social media, which leads to team identification. Design/methodology/approach Participants ( N = 483) were recruited from fans of clubs in the Persian Gulf Pro League of Iran. Structural equation modelling was applied to test the research model. Findings The results showed that fan knowledge facilitates fan co-creation, which in turn leads to team identification. Additionally, fan engagement had a moderating effect on the mediating role of fan co-creation in the association between fan knowledge and team identification. Research limitations/implications The findings suggest that fan knowledge is an important antecedent of fan co-creation and highlight the significance of fan co-creation in promoting team identification in highly engaged fans at football clubs. Originality/value The current study contributes to the field of fan co-creation and provides significant implications for sport fan marketers
The Negative Pricing of the May 2020 WTI Contract
No full textInternational audienceThis paper sheds light on the negative pricing of the May 2020 WTI futures contract (CLK20) on April 20, 2020. The super contango of early 2020, triggered by COVID-19 lockdowns and geopolitical tensions, incentivized cash and carry (C&C) traders to be long CLK20 and short distant contracts, while simultaneously booking storage at Cushing. Our investigation reveals that C&C arbitrage largely contributed to the lack of storage capacity at Cushing in April 2020 and the price crash relates to the reversing trades of many long CLK20 traders without pre-booked storage. Additional aggravating factors included a liquidity crush, staggering margin calls and potential price distortions due to the trade-at-settlement mechanism. The analysis suggests that claims from experts that hold index trackers responsible for the crash are unwarranted: Index trackers did not trigger the negative pricing, nor widen the futures-spot spread by rolling their positions to more distant contracts ahead of maturity
L’offre de produits en vrac : les implications pour le consommateur et pour l’enseigne
No full texthttps://merveillogie.com/Réduire l'impact de la consommation en limitant les emballages ? C'est une des pistes à impact positif qu'un entrepreneur valeureux se doit d'explorer même si elle soulève des questionnements légitimes. Si le vrac permet non seulement de limiter les emballages mais aussi d'inciter à un comportement plus responsable, d'aucuns formuleront des objections arguant des problématiques d'hygiène, de déconstruction du schéma de consommation classique car il ne faut pas se voiler la face : le vrac demande une sacrée organisation aussi bien pour les enseignes que pour le consommateur
Les événements fortuits dans la carrière des managers : événements positifs et négatifs, leurs dénouements attendus et inattendus
No full textInternational audienceCurrent literature focuses on factors that explain career success but mostly ignores the role of chance events and the way they affect careers. Furthermore, the literature does not distinguish between different types of chance events and their outcomes. We draw on 682 questionnaires with both qualitative and quantitative elements completed by managers in a major European country, more than 60% of whom indicated they had experienced a significant chance event that had influenced their career. While the majority reported positive events that led to positive career outcomes, substantial numbers reported other scenarios of perceived event‐impact cases (e.g., approximately 16% reported a negative event that had positive career consequences). Qualitative analysis revealed specific attributes of a four‐quadrant framework, whereas quantitative analysis compared the groups regarding career‐related outcomes and psychological characteristics that reflect career orientations. Some of the differences between the groups are counterintuitive. Our study makes a unique and original contribution by uncovering the role of chance events in careers
Consumer–brand relationships and social distance: A construal level theory perspective
No full textInternational audienceAbstract Brands are increasingly struggling to establish and maintain strong relationships with their customers. But such relationship status is rare, and consumers are often relationship‐averse or satisfied with the relationship status quo. Drawing upon construal level theory (CLT) and consumer–brand relationship (CBR) literature, this study provides empirical support for the connection between CBRs and social distance and demonstrates that changes in CBRs foster variation of consumers' preferences to primary and secondary product features, which reflects their varying construal levels and consumer–brand social distances (study 1). Furthermore, we assessed whether the congruency between consumer–brand social distance and construal levels can contribute to more favorable product evaluations. Studies 2 and 3 reveal that when consumers are socially close to brands, product attributes (low‐level construal) exert a higher impact on product assessments, whereas when consumers are socially distant from the brand, price (high‐level construal) exerts a greater impact on product evaluations. Additionally, unlike the common belief that high prices lead to higher perceived quality, our findings suggest that a positive perception of a product attribute for low‐priced products leads to more favorable product evaluations. These results indicate that marketers can nurture existing CBRs for developing their communication strategy to achieve better consumer evaluations
Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
No full textInternational audienc
(Digital) Campaigning in Dissonant Public Spheres
No full textInternational audienceWith the advent of digital media and social media platforms, the speed of innovation and technology adoption in campaigns have increased tremendously. At the same time, the campaign environment and its rules are in constant flow, as platform logics, party operations, and voter alignments both reflect and create instability in many political systems. Additionally, disinformation, foreign interference in campaigns, hyper-partisan media ecologies, and hyperactive users have all created changes in opinion climates. In light of these developments, and building on the theoretical concept of increasingly disrupted and dissonant public spheres (developed by Barbara Pfetschand Lance Bennett), this special issue seeks to expand research on campaigning beyond assumptions of well-functioning political systems, to better understand the erosion of institutional legitimacy and trust, and their effects on communication processes. The special issue is organized within two conceptual approaches. The first cluster ofmanuscripts observes how political candidates, organizations, and parties optimize their behaviour within the dissonant political environment. The second part examines responses, perceptions, and consequences of the disrupted environment on the public. Finally, four integrated forum essays look into how dissonant public spheres maydisturb democratic processes, discuss the role of data-driven campaigning, and address how limited access to platform data affects our understanding of dissonant public spheres
Joëlle Le Marec, Essai sur la bibliothèque. Volonté de savoir et monde commun
No full textNational audienceRecension de l'ouvrage "Essai sur la bibliothèque. Volonté de savoir et monde commun" Paris, Presses de l’Enssib, coll. Papiers, 2021, 128 pages de Joëlle Le Marec