Bien-être et implication : quel apport à la compréhension du don de sang

Abstract : Blood donation is often associated with well-being in advertising campaigns and in the beliefs linked to this practice. The aim of this study is to investigate the relationship between well-being, involvement in the cause and donating blood (behaviour and intentions of blood donors and potential donors). Based on the literature and an empirical study (N=407), the results show that involvement has an effect on blood donation intentions, on word-of-mouth intentions and blood donation behaviours. The results however call into question the direct link set out by the EFS (French Blood Agency) between well-being and donation behaviour (donation frequency) and suggest modifying current advertising campaigns to increase blood donation behaviour. Keywords: well-being, blood donation, involvement in, intention of donating, word-of-mouth.
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https://hal-univ-tours.archives-ouvertes.fr/hal-01724795
Contributor : Laurent Maubisson <>
Submitted on : Tuesday, March 6, 2018 - 6:20:31 PM
Last modification on : Monday, October 7, 2019 - 11:21:18 PM

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  • HAL Id : hal-01724795, version 1

Citation

Laurent Maubisson, Katel Ortais, Véronique Plichon. Bien-être et implication : quel apport à la compréhension du don de sang. Décisions Marketing, Association Française du Marketing, 2017, 87, pp.99-119. ⟨hal-01724795⟩

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