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Les effets du détournement publicitaire à caractère militant sur la marque détournée

Author

Listed:
  • Jean-François Toti

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Oliviane Brodin

    (RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille)

Abstract

Le détournement publicitaire est souvent utilisé par les associations et les ONG pour attirer l'attention, susciter l'empathie ou l'indignation des lecteurs, comme mode de résistance ou de protestation. L'objectif des 2 études exploratoires présentées ici est de mieux comprendre et mesurer les effets des détournements publicitaires militants (DPM) sur la marque détournée. Grâce à un modèle d'équations structurelles, la première explore l'effet du détournement sur la confiance envers la marque victime du détournement ; la seconde, ses effets selon sa popularité et la culpabilité de la marque ; la seconde étude utilise la méthode expérimentale. Sur la base d'un DPM réel, l'étude 1 révèle un effet du DPM relativement faible. L'étude 2, sur la base d'un design expérimental, montre que la culpabilité perçue de la marque et la popularité du détournement ont un effet négatif sur la perception éthique de la marque, l'attitude envers celle-ci et accentuent la crédibilité perçue du DMP. Ces résultats sont prometteurs, en termes d'implications, tant pour le management des marques que pour les méthodes de communication militante des associations et des ONG. Mots clés : détournement publicitaire ; responsabilité sociale de la marque ; réseaux sociaux ; design expérimental ; modèle SO -R THE EFFECT OF MILITANT ADVERTISING HIGHJACKING ON THE BRAND Abstract: Hijacking advertising is often used by associations and NGOs to attract attention, create empathy or indignation among readers, as a means of resistance or protest. The objective of the 2 exploratory studies presented here is to better understand and measure the effects of militant advertising misappropriation (AAM) on the misappropriated brand. Using a model of structural equations, the first explores the effect of the diversion on trust in the brand victim of the diversion; the second, its effects according to popularity and brand guilt; the second study uses the experimental method. On the basis of a real AAM, study 1 reveals a relatively small AAM effect. Study 2, which is based on an experimental design, shows that perceived brand guilt and the popularity of the AAM have a negative effect on the attitude towards brand and on brand's perceived ethics and enhance the perceived credibility of the AAM. These results are promising, in terms of implications both for brand management and for the activist communication methods of associations and NGOs.

Suggested Citation

  • Jean-François Toti & Oliviane Brodin, 2020. "Les effets du détournement publicitaire à caractère militant sur la marque détournée," Post-Print hal-03349475, HAL.
    • Handle: RePEc:hal:journl:hal-03349475
    Note: View the original document on HAL open archive server: https://univ-artois.hal.science/hal-03349475
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    References listed on IDEAS

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