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La légitimité d'une communication sociétale : le rôle de l'annonceur

Abstract : The advertiser's legitimacy when promoting a cause can be considered through three aspects: the historical, the purpose and the means legitimacy. The validity of this concept is confirmed by a qualitative study (thanks to cognitive maps) as well as by an experiment as far as fear appeals is concerned.
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Submitted on : Monday, March 29, 2010 - 3:48:10 PM
Last modification on : Tuesday, October 19, 2021 - 11:55:54 AM


  • HAL Id : halshs-00467933, version 1



Sonia Capelli, William Sabadie. La légitimité d'une communication sociétale : le rôle de l'annonceur. Recherche et Applications en Marketing (French Edition), SAGE Publications, 2005, 20 (4), pp.53-70. ⟨halshs-00467933⟩



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