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Communication sociétale et capital-marque

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

Previous research on corporate social responsibility (CSR) 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 (1993) 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

  • Béatrice Parguel & Florence Benoît-Moreau, 2007. "Communication sociétale et capital-marque," Post-Print halshs-00145919, HAL.
    • Handle: RePEc:hal:journl:halshs-00145919
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00145919v1
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    References listed on IDEAS

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    1. Ford, Gary T & Smith, Darlene B & Swasy, John L, 1990. "Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 433-441, March.
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    Cited by:

    1. Gaëlle Redon & Leïla Loussaief, 2017. "La communication des Grandes Écoles françaises sur la question de la diversité," Post-Print hal-01856603, HAL.
    2. Zieita Younes & Chenag Samiha, 2019. "Local Citizens Influence on the Company’s CSR Communication," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 51-56, December.
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