{"id":25652,"date":"2024-03-06T08:32:24","date_gmt":"2024-03-06T07:32:24","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=211499"},"modified":"2024-11-11T11:01:07","modified_gmt":"2024-11-11T10:01:07","slug":"grosse-marken-und-die-kraft-der-vielfalt","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-03-06\/grosse-marken-und-die-kraft-der-vielfalt\/","title":{"rendered":"Les grandes marques et la force de la diversit\u00e9"},"content":{"rendered":"<p><img class=\"alignnone wp-image-211503 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/Stilbild-Diversity-mit-Haenden-von-Canva-1-1.png\" alt=\"Diversit\u00e9 dans la publicit\u00e9\" width=\"1024\" height=\"768\" \/><\/p>\r\n<p>Les participants \u00e0 l'\u00e9tude qui ont vu des publicit\u00e9s avec une repr\u00e9sentation unilat\u00e9rale, qu'il s'agisse exclusivement de mannequins noirs ou asiatiques, les ont jug\u00e9es moins efficaces par rapport aux publicit\u00e9s avec un casting diversifi\u00e9. Ces conclusions \u00e9taient coh\u00e9rentes dans tous les groupes de participants, ind\u00e9pendamment de leur propre appartenance ethnique. L'auteur principal de l'\u00e9tude, Conor Henderson de <a href=\"https:\/\/www.uoregon.edu\/\" rel=\"noopener\">Universit\u00e9 de l'Oregon<\/a> souligne que les participants non blancs s'identifient moins \u00e0 la soci\u00e9t\u00e9 am\u00e9ricaine que les blancs. Cependant, ils ont constat\u00e9 un plus grand attachement \u00e0 la soci\u00e9t\u00e9 lorsqu'ils ont vu des publicit\u00e9s mettant en sc\u00e8ne un groupe diversifi\u00e9 de mannequins.<\/p>\r\n<p>Une identification renforc\u00e9e des consommateurs les am\u00e8ne \u00e0 s'int\u00e9resser davantage aux marques \u00e9tablies et \u00e0 les percevoir plus positivement que les petites marques challengers. Ces conclusions ont \u00e9t\u00e9 \u00e9labor\u00e9es lors d'un s\u00e9jour de recherche en France par Henderson en collaboration avec Marc Mazodier de l'ESSEC Business School et Jamel Khenfer de l'Excelia Business School. L'\u00e9tude comprenait des recherches aux \u00c9tats-Unis, au Royaume-Uni et aux \u00c9mirats arabes unis.<\/p>\r\n<h3><strong>Analyse compl\u00e8te des donn\u00e9es<\/strong><\/h3>\r\n<p>Les chercheurs ont commenc\u00e9 par analyser un vaste ensemble de donn\u00e9es contenant les avis des clients sur des centaines de marques am\u00e9ricaines, en tenant compte de l'ethnicit\u00e9 et du code postal. Ils ont constat\u00e9 que l'avantage habituel des marques leaders, qui d\u00e9coule de leur notori\u00e9t\u00e9 et de leur popularit\u00e9, \u00e9tait moins prononc\u00e9 chez les personnes d'une autre couleur de peau. Ces groupes \u00e9taient moins int\u00e9ress\u00e9s par l'affirmation de leur identit\u00e9 en achetant des marques populaires et avaient donc moins besoin d'adaptation sociale.<\/p>\r\n<h3><strong>Efficacit\u00e9 de diverses annonces<\/strong><\/h3>\r\n<p>Les chercheurs soulignent que leurs r\u00e9sultats s'appliquent principalement aux grandes marques et ne sont pas n\u00e9cessairement transposables aux petites marques. Ils ont \u00e9galement constat\u00e9 que l'impact des marques leaders \u00e9tait att\u00e9nu\u00e9 chez les participants issus de communaut\u00e9s ethniquement diversifi\u00e9es. Dans une \u00e9tape ult\u00e9rieure, les chercheurs ont examin\u00e9 si les publicit\u00e9s montrant des personnes d'ethnies diff\u00e9rentes pouvaient contribuer \u00e0 renforcer le sentiment d'appartenance \u00e0 la soci\u00e9t\u00e9.<\/p>\r\n<p>L'analyse comparative de publicit\u00e9s r\u00e9elles et de sc\u00e9narios g\u00e9n\u00e9r\u00e9s artificiellement a permis d'\u00e9tudier les r\u00e9actions \u00e0 des publicit\u00e9s pr\u00e9sentant soit uniquement des mannequins d'une certaine ethnie, soit un casting mixte. Il s'est av\u00e9r\u00e9 que les publicit\u00e9s sans diversit\u00e9 ethnique n'ont \u00e9t\u00e9 \u00e9valu\u00e9es positivement par aucun des participants. En revanche, les publicit\u00e9s avec un casting diversifi\u00e9 ont re\u00e7u les meilleures \u00e9valuations. Ces r\u00e9sultats ont \u00e9t\u00e9 publi\u00e9s dans le \"Journal of the Academy of Marketing Sciences\".<\/p>","protected":false},"excerpt":{"rendered":"<p>Une \u00e9tude de Conor Henderson \u00e0 l'Universit\u00e9 de l'Oregon souligne que la repr\u00e9sentation unilat\u00e9rale de groupes ethniques dans les publicit\u00e9s n'est plus d'actualit\u00e9. Les annonces devraient plut\u00f4t montrer une palette vari\u00e9e de mod\u00e8les d'origines diff\u00e9rentes afin de promouvoir un sentiment d'int\u00e9gration et d'identification dans les soci\u00e9t\u00e9s multiculturelles. Cette approche pourrait augmenter consid\u00e9rablement la valeur de la marque dans un monde de plus en plus diversifi\u00e9.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Diversit\u00e4t in Werbung","_yoast_wpseo_metadesc":"Studie zeigt: Diversit\u00e4t in Werbung verbessert Markenwahrnehmung. Vielfalt f\u00fchrt zu st\u00e4rkerer Verbraucheridentifikation.","articlekey":"","footnotes":""},"categories":[29],"tags":[2717,159,339,459],"class_list":["post-25652","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-branding","tag-diversity","tag-marketing","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Grosse Marken und die Kraft der Vielfalt - Organisator<\/title>\n<meta name=\"description\" content=\"Studie zeigt: Diversit\u00e4t in Werbung verbessert Markenwahrnehmung. 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