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Societal communication and brand equity

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  • Florence Benoît-Moreau

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Previous research on corporate social responsibility generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this paper we draw on Keller's (2003) brand equity framework to derive hypotheses and test them using an experiment on 200 university students. The findings suggest that societal communication supports brand equity building, which also depends on the perceived congruency between the firm and the cause it supports, societal consciousness and the interaction between perceived claim credibility and consumer scepticism.

Suggested Citation

  • Florence Benoît-Moreau & Béatrice Parguel, 2007. "Societal communication and brand equity," Post-Print halshs-00145918, HAL.
    • Handle: RePEc:hal:journl:halshs-00145918
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00145918
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    File URL: https://shs.hal.science/halshs-00145918/document
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    References listed on IDEAS

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    1. Pauline de Pechpeyrou & Béatrice Parguel & Aîda Mimouni & Pierre Desmet, 2006. "Perceived value and trustworthiness of a multi- promotion offer," Post-Print halshs-00146652, HAL.
    2. repec:dau:papers:123456789/1069 is not listed on IDEAS
    3. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    4. Folkes, Valerie S, 1988. "Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 548-565, March.
    5. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    Cited by:

    1. Alexandre Lapeyre, 2013. "Le discours sociétal d'une enseigne de la grande distribution," Post-Print hal-03829682, HAL.
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