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Communication sociétale des enseignes, le consommateur est-il toujours dupe ? le rôle de la réputation

Author

Listed:
  • Béatrice Parguel

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

  • 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)

Abstract

Many retailers communicate about their societal engagements to improve their image. Yet, overwhelmed by these more or less well-founded societal claims, consumers get troubles to identify truly responsible retailers, making societal communication probably less efficient. Based upon the attribution theory, this research examines the role of independent information regarding the retailer's societal reputation on consumers' response to societal communication. Results show the absence of impact of societal communication on brand equity in case of bad reputation, as consumers infer less internal motivations for the retailer to communicate, therefore decreasing its perceived sincerity as well as its brand equity.

Suggested Citation

  • Béatrice Parguel & Florence Benoît-Moreau, 2008. "Communication sociétale des enseignes, le consommateur est-il toujours dupe ? le rôle de la réputation," Post-Print halshs-00287120, HAL.
    • Handle: RePEc:hal:journl:halshs-00287120
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00287120
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    1. Robertson, Thomas S & Rossiter, John R, 1974. "Children and Commercial Persuasion: An Attribution Theory Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(1), pages 13-20, June.
    2. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    3. Pauline de Pechpeyrou & Béatrice Parguel & Aîda Mimouni & Pierre Desmet, 2006. "Valeur et sincérité perçues d'une promotion multi-mécanismes," Post-Print halshs-00146620, HAL.
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