International audiencePlaces have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations

Using metaphor is widespread in management and marketing because it provides creativity. However, metaphor's validity is seldom investigated. This article offers an analysis of the validity of metaphor using three steps: (1) analysis of the metaphor's source concept, (2) analysis of the metaphor's aptness, and (3) analysis of the process of metaphor generation. These three steps have been applied to investigate the validity of two very well-known metaphors in marketing: product life cycle and brand personality. Results show these two metaphors lack validity when analyzed using the three steps.

Le concept de légitimité d'un annonceur à communiquer pour une cause comporte trois facettes: la légitimité historique, celle des objectifs poursuivis et celle des moyens. Une étude qualitative par des cartes cognitives et une expérimentation permettent de valider cette conception dans le cas des messages publicitaires menaçants.

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