Florence Benoît-Moreau
Paris Dauphine University
Public policyAdvertisingCorporate brandingCorporate social responsibilitySociologyBusinessHumanitiesPsychologyMarketingCorporate communicationNumerosity adaptation effectPolitical scienceBrand equityPerceptionPower (social and political)Sustainable consumptionGreenwashingContext (language use)Service (business)PersuasionQualitative interviewsSharing economyGreenhouse gasSustainabilityInformation processing
119Publications
7H-index
630Citations
Publications 86
Newest
#1Eva DelacroixH-Index: 3
Last. Béatrice ParguelH-Index: 11
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#2Eva DelacroixH-Index: 3
Mouvement #MeToo, inegalites hommes-femmes… La question du genre nourrit nombre de debats dans la societe tout en interrogeant personnellement chacun d’entre nous. Et cependant, le sujet traverse encore timidement la sphere du marketing : les strategies et les dispositifs marketing ont-ils une influence sur la transmission de stereotypes de genre ? Dans la societe de consommation qui est la notre, cette influence est subtile et cependant puissante car elle s’exprime au travers de notre quotidien...
#1Eva Delacroix (Paris Dauphine University)H-Index: 3
#2Béatrice Parguel (Paris Dauphine University)H-Index: 11
Last. Florence Benoît-Moreau (Paris Dauphine University)H-Index: 7
view all 3 authors...
Abstract Digital entrepreneurs are usually presented as young, urban, well-educated individuals working for innovative start-ups. In sharp contrast with this “hipster” view, this research identifies digital subsistence entrepreneurs as a new type of entrepreneurs that recently appeared in developed countries. To do so, it investigates buy-and-sell activities on Facebook groups using a multi-method approach involving in-depth interviews, netnography, and participatory observation. The findings in...
10 CitationsSource
#1Béatrice Parguel (Paris Dauphine University)H-Index: 11
#2Elisa Monnot (CNRS: Centre national de la recherche scientifique)H-Index: 6
Last. Florence Benoît-Moreau (Paris Dauphine University)H-Index: 7
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EnglishThis article explores the purposes pursued by marketing francophone research. A scientometric analysis of four association francaise de marketing (afm) Congresses communications – 1988, 1999, 2010, and 2015 – reveals the predominance of a powerful managerial paradigm and the recent, slow and very limited development of a stream of research addressing more societal questions, contrary to what the evolutions of the consumption society might have suggested. We use a historical and critical a...
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#1Eva DelacroixH-Index: 3
#3Béatrice ParguelH-Index: 11
Last. Florence Benoît-MoreauH-Index: 7
view all 3 authors...
Source
Over the last decade, the sharing economy that covers systems of organised sharing, bartering, lending, trading, renting, gifting, and swapping among communities of peers on Internet platforms has emerged as a major disruptive pattern in capitalist economies (Botsman and Rogers, 2010). Prior research on the sharing economy has mainly concentrated on young, well-educated urban users and therefore particularly underlined "noble" motivations for participation, such as hedonic, environmental, and po...
This paper questions the role of marketing strategies in the diffusion and thereinforcement of gender stereotypes, through product offer in the fashion industry. Analysing the visuals of five popular fashion retailers' exhaustive collections of T-Shirts, it reveals significant differences between messages targetting women and those for men, in terms of themes as well as symbols presented. If women are invited to love and feeric world, men are called to action, adventure and travels.
#1Béatrice ParguelH-Index: 11
#2Elisa MonnotH-Index: 6
Last. Florence Benoît-MoreauH-Index: 7
view all 4 authors...
Cet article1 explore les finalites poursuivies par la recherche francophone en marketing. Une analyse scientometrique des communications de congres de l'Afm sur quatre periodes – 1988, 1999, 2010 et 2015 – revele la predominance d'un puissant paradigme managerial et, contrairement a ce que les evolutions de la societe de consommation auraient pu laisser presager, l'emergence recente, lente et finalement limitee de travaux plus societaux. Un regard historique et critique est mobilise pour interpr...
#1Béatrice Parguel (Paris Dauphine University)H-Index: 11
#2Renaud Lunardo (KEDGE Business School)H-Index: 13
Last. Florence Benoît-Moreau (Paris Dauphine University)H-Index: 7
view all 3 authors...
The sharing economy has recently gained momentum among managers, public policy makers and academics as a great opportunity to boost sustainable consumption through sharing or selling durables or semi-durables. The present paper contributes to this debate by investigating the propensity of consumers to give in to temptation on second-hand peer-to-peer (P2P) platforms, which provide a favorable context for self-licensing behaviors. A survey was conducted in 2015 amongst 541 active buyers on the Fr...
73 CitationsSource