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  • Messages publicitaires : s’adapter aux valeurs culturelles. L’exemple de la Corée du sud

    Advertising messages: adapting to cultural values. The example of South Korea.

    Published on 15 March 2021

    A study conducted in South Korea examined the effectiveness of advertising messages broadcast in this rapidly growing market with Confucian cultural traditions, in comparison to globalized advertisements based on more individualistic values.

  • Nom de marques. Comment communiquer l’action par la sonorité ? copy metamorworks

    Brand names: How and why does sonority impact perception?

    Published on 13 January 2021

    How can the sound of a brand name influence a customer’s perception? New research explains that occlusive consonants (b, d, p, t) suggest greater action and therefore positively impact customer perceptions.

  • Transports : êtes-vous prêts à compenser votre empreinte carbone spooh

    Do you compensate for your carbon footprint?

    Published on 15 October 2020

    As initiatives to offset carbon footprints continue to grow, a new study sheds light on travelers' willingness to pay a surcharge to compensate for their carbon footprint. Whether for professional or personal trips, there is growing potential for...

  • Lorsque l’amabilité et la compétence impactent l’expérience du e-commerce

    Friendliness and competence impact online store experience

    Published on 17 July 2020

    As e-sales exploded during the Covid-19 crisis, companies have had to think how to ensure their online performance is up to par with expectations. New research highlights that the friendliness and competence of in-store staff can have a significant...

  • Analogical Reasoning, Generating Innovative Ideas With Customers

    Research: Analogical Reasoning, Generating Innovative Ideas With the Help of Customers

    Published on 08 December 2017

    All innovation processes begin with the generation of new ideas, the majority of which end up not being useful. To improve this process, businesses are involving customers. However, the quality of ideas generated by customers is often quite...

  • Diogo Hildebrand, researcher and Corporate Social Responsibility expert at Grenoble Ecole de Management

    Research: How Do Consumers Evaluate Corporate Social Responsibility?

    Published on 17 November 2017

    From fighting poverty and illness to providing disaster relief, corporations around the world dedicate considerable resources to corporate social responsibility (CSR). Contributions come in a variety of forms such as monetary donations, the donation...