Technology forecasting is a preliminary step in understanding social change. The response
to COVID-19 will affect retailers and customers for years to come, forcing changes to …

Places have started to adapt commercial branding tactics. But how do stakeholders perceive
such practices? Drawing on survey data from French residents, we analyse the advertising …

Le concept de légitimité d'un annonceur à communiquer pour une cause comporte trois
facettes: la légitimité historique, celle des objectifs poursuivis et celle des moyens. Une étude …

Using metaphor is widespread in management and marketing because it provides creativity.
However, metaphor's validity is seldom investigated. This article offers an analysis of the …

Hybrid reality games are transposing the outside world into a virtual playground. Commercial
venues are voluntarily taking part in this phenomenon by becoming in-game locations of …

For companies, communicating about socially responsible activities does not always lead to
benefits. This article aims to contribute to a better understanding of the conditions in which …

Food managers face the dilemma of having to increase their product sales products without
increasing risk for obesity. Here we posit that a strategy based on repeating front‐of‐…

“How do we interact with things in the real world? Well, we pick them up, we touch them with
our fingers, we manipulate them. We should be able to do the same thing with virtual objects…

This study investigates the effect of ingredient images on implicit tasty–healthy associations
for packaged products. An implicit association test (IAT) with 106 respondents reveals the …

In studying corporate association valence for two dimensions: corporate social responsibility
(CSR) and corporate abilities (CA), this paper aims to investigate how corporate …