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The use of social Media is spreading over all organizational forms. Their recent use in the non-commercial sector poses a challenge of the existing relation maintained with users. Sport Federations and uncommon structures from the voluntary sector, use these platforms to reach captive audiences different from sports clubs. This article's object is to answer the question of the trust determining factors between a sport federation and its Facebook page users. Based on a quantitative study realised amongst members of a sport federation, main results show in particular the importance attached to credibility in the relationship of trust.

Keywords: Confiance, Réseaux Sociaux Numériques, Fédérations sportives, Facebook, Influence, Trust, Digital social media, Sport Federations, Facebook, influence, Confianza, redes sociales, Federaciones deportivas, Facebook, Influencia

This paper presents a review of the literature devoted to the employer brand. The concept and its measurement are first presented and discussed. A definition is suggested and the antecedents of the employer brand are then exposed. The effects of employer brand on current and potential employees are also discussed. Finally, we develop an integrative model of the internal and external consequences of the employer brand. Following this model, a research program designed to tackle areas with little or no exploration to date is proposed.

Keywords: Marque employeur, capital marque, marketing des ressources humaines, gestion des ressources humaines, Employer brand, brand equity, human resources marketing, human resource management, Marca empleador, capital marca, marketing de recursos humanos, gestión de recursos humanos

The inception of Jean Loret's Lettre en vers in 1652 constituted a major evolution in information culture. Borrowing the concepts of positioning and segmentation from marketing studies, this article insists on Loret's tour de force: by portraying Marie de Nemours as the reader and recipient of the news, he conferred the veneer of a private and handwritten correspondence to an object that was public and sold. This formula, which I describe as “addressed information,” presented multiple advantages: it created a new, affective, intimate, and agentive relationship between the readers and the information, renewed audience segmentation, and distinguished the Lettre en vers from the competing gazettes of the time. The article also studies Loret's depictions of a wider audience and demonstrates the later success of his formula in France, especially in the case of the Mercure galant.

Keywords: Marketing, early modern newspapers, Loret, information culture, audience segmentation, Marketing, presse d'Ancien Régime, Loret, culture de l'information, public

AbstractThe main purpose of this article is 1) to determine the variables explaining consumer satisfaction towards shopping centers fast-food restaurants and 2) to analyze the influence of these variables on loyalty. A quantitative exploratory study was conducted with 766 consumers in two shopping centers located in the province of Quebec. Factor analysis demonstrates that two dimensions determine consumer satisfaction : satisfaction towards the offering (freshness, presentation, variety and quality of food) and satisfaction towards the servicescape environment. The results underline that global satisfaction primarily depends on satisfaction towards the offering. The study also confirms the central and direct influence of global satisfaction on loyalty and its moderating effects in the relationship between satisfaction towards the offering and customer loyalty. These results also help SME managers improve their offering in order to better satisfy and retain their customer base.

Keywords: Satisfaction, Fidélité, Restauration fast-food, Services, Marketing expérientiel

Many empirical studies focus on the effectiveness of export support. However, the lack of a validated measurement instrument of export support makes it difficult to compare their results. The authors emphasize the need to develop a scale that can be reused in future studies. In this perspective, this article aims to answer the following problem : how to measure the use of export support services by the firm ? For this, we rely on the paradigm of Churchill (1979) to propose a scale that takes into account both the nature and the intensity of export support. In this framework, an empirical study was conducted among 288 French SMEs. The results confirm the multidimensionality of export support through four dimensions : training, prospecting, networking and financial support. Each is assessed by a set of items reflecting the export support services available to SMEs. The use of this measurement tool offers researchers as public authorities the possibility to better assess the specific influence of different types of export support.

Keywords: Accompagnement à l'exportation, Échelle de mesure, PME, Paradigme de Churchill, Export support, Measurement scale, SMEs, Churchill's paradigm, Apoyo a la exportación, Escala de medición, PyMEs, Churchill paradigma

Quelles stratégies de marketing sont utilisées dans les petites et moyennes entreprises (PME) créatives de Montréal ? Nous savons que les PME ne peuvent pas avoir les mêmes stratégies que les grandes entreprises, pour plusieurs raisons, mais qu’en est-il dans les industries créatives ? Palmatier et Crecelius (2019) démontrent que la gestion des stratégies de marketing doit répondre à quatre grands principes : tous les consommateurs sont différents, tous les consommateurs changent, tous les concurrents réagissent et toutes les ressources sont limitées. Cette recherche tente de comprendre comment les gestionnaires de PME créatives montréalaises gèrent ces quatre principes et quel est l’impact de ceux-ci sur leurs stratégies de marketing. Cette étude s’amorce par une mise en contexte et une revue de la littérature portant sur …

This article examines the evolution of business research through the cross-disciplinary dissemination of business knowledge. Drawing on social network analysis techniques, we explain how knowledge flows through citation networks cross-disciplinary boundaries; and we identify the role of core journals in that evolution. The empirical analysis is based on 4.58 million citations by 105,405 papers published in 252 journals between 1990 and 2010. Three important findings emerge from this analysis: (1) increased knowledge connections among disciplines, (2) changing influences of certain journals within and across disciplines, and (3) a few journals bridge multiple disciplines.

Keywords: Business scholarship, citation networks, sociometric analysis, bridging journals, Recherche en commerce, réseaux de citations, analyse sociométrique, revues transitoires, Investigación en comercio, redes de citas, análisis sociométrico, revistas transitorias, redes de citas