Brand authenticity: definition, measurement, antecedents, and consequences.

Consumers are increasingly demanding authentic products, experiences, and brands. Although brand authenticity is gaining interest from academics and practitioners, research is lacking regarding the nature of an authentic brand and the implications of brand authenticity. This dissertation focuses on conceptualizing brand authenticity and understanding its antecedents and consequences in the marketplace. The first objective of this research is to develop and validate a reliable and parsimonious scale measuring brand authenticity (chapter 2). An extensive literature review across domains is followed by a qualitative study in which fourteen in-depth interviews are conducted. Results show that brand authenticity comprises four dimensions: longevity, credibility, integrity, and symbolism. The following studies focus on scale development. A second-order four-dimensional scale with 17 items provides satisfactory psychometric properties. This scale is validated across different brands, product categories, and groups of consumers. Subsequent studies show the discriminant validity of the scale with regard to existing brand-related constructs and its predictive validity. Nomological validity is tested. Results show the importance of indexical, iconic, and existential cues in creating brand authenticity perceptions—in line with the objectivist, constructivist, and existentialist perspectives on authenticity identified in the literature review—, the moderating effect of consumer skepticism, as well as the positive influence of brand authenticity on emotional brand attachment. The role of authenticity in understanding consumers’ reactions to a scandal is also explored. Results suggest that brand authenticity protects brands from negative consequences of a scandal. The second objective of this research is to understand the situations that might enhance consumers’ interest in authentic brands (chapter 3). Three studies test the influence of uncertainty, exclusion, and self-inauthenticity on consumers’ responses towards authentic brands. Results show that an authentic brand is particularly valued when consumers feel excluded and inauthentic. The effects are observed for specific consumer segments, such as consumers with high brand engagement in self-concept and with high importance of personal authenticity, respectively. The research concludes with a general discussion of the findings, theoretical and managerial implications, as well as limitations and future research ideas (chapter 4)

Ethnographie des relations de cohabitation dans un quartier du centre-ville de Marseille

Mémoire numérisé par la Direction des bibliothèques de l'Université de Montréal

Vers un traitement équitable des étrangers extracommunautaires en séjour régulier.

The current study provides a comprehensive view of the legal and political context in which these instruments were designed, with explanations about their content and recommendations for any future amendments. It considers the first initiatives taken by the Commission and the Council on these issues before the entry into force of the Treaty of Amsterdam and also reviews proposals submitted by NGOs that have played a substantial role in the debate. Furthermore, documentation of the various European institutions on the negotiations surrounding the adoption of the texts in question as well as trends in case law are carefully examined. The study aims to answer the following questions: To what extent does the normative content of the guidelines allow a difference in treatment between EU migrants and Non EU migrants, does it give binding force to the obligations of Member States, and provide judicial certainty to stakeholders?NWOThe progression of EU law: Accommodating change and upholding value

La reconnaissance du pilier culturel du développement durable : vers un nouveau mode de circulation des valeurs culturelles au sein de l'ordre juridique mondial

Par l’article 13 de la Convention de 2005 sur la protection et la promotion de la diversité des expressions culturelles, les parties se sont engagées à intégrer la culture dans leurs politiques de développement en vue de créer des conditions propices au développement durable. Si cette disposition marque une étape importante dans l’évolution du droit international de la culture et dans l’affinement de la notion de développement durable, ses effets juridiques sont toutefois susceptibles de se manifester à l’extérieur du champ d’application de la Convention. En effet, l’article 13 pourrait stimuler la prise en compte des valeurs culturelles dans l’interprétation des règles qui incorporent la notion de développement durable et faciliter une articulation harmonieuse — voire une synergie — entre des régimes juridiques distincts. Dans cette perspective, la référence à l’objectif de développement durable inscrite dans le préambule de l’Accord instituant l’Organisation mondiale du commerce semble par exemple offrir une avenue pour atténuer les tensions entre la poursuite des objectifs commerciaux et la prise en compte des préoccupations culturelles. De même, la mention du développement durable dans les normes climatiques peut favoriser une prise en compte des problématiques culturelles dans l’élaboration des stratégies d’adaptation. Comme le suggèrent ces exemples, le lien qui unit désormais la culture au développement durable pourrait donc exercer une influence tangible sur l’évolution de l’ordre juridique mondial.Through Article 13 of the 2005 Convention on the Protection and Promotion of the Diversity of Cultural Expressions, the parties have undertaken to integrate culture in their development policies in order to create conditions conducive to sustainable development. While this provision is an important step in the evolution of the international law of culture and the refinement of the concept of sustainable development, its legal effects are likely to occur outside the scope of the convention. Indeed, Article 13 could stimulate the inclusion of cultural values in the interpretation of rules that incorporate the concept of sustainable development and thus facilitate a harmonious relationship — or even a synergy — between different legal regimes. In this perspective, the reference to the objective of sustainable development enshrined in the preamble to the Agreement Establishing the World Trade Organization, for example, seems to offer an avenue to mitigate tensions between the pursuit of business objectives and the taking into consideration of cultural concerns. Similarly, the reference to sustainable development in climate standards can promote the consideration of cultural issues in the development of adaptation strategies. As these examples suggest, the link that now unites culture to sustainable development could exert a tangible influence on the evolution of the global legal order

Does brand authenticity alleviate the effect of brand scandals?

This research investigates to what extent brand authenticity lessens the impact of a brand scandal on consumer responses to the brand involved in the scandal. A 2 × 2 experiment shows that consumers responded more favourably to a more (vs. less) authentic brand in the event of a scandal. The protective effects of higher levels of brand authenticity emerged for emotional and behavioural brand outcomes (i.e., greater affection and willingness to pay) and brand-related inferences (i.e., lower perceived responsibility for the scandal and hypocrisy). Nonetheless, even a more authentic brand was harmed by a brand scandal (vs. no scandal). This suggests that the protective effect of brand authenticity does not fully compensate for the negative consequences of brand scandals. These findings give rise to theoretical and managerial implications