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Le rôle de la congruence entre l'enseigne et son engagement dans la construction du capital-marque par la communication sociétale : une approche par la théorie de l'attribution

Author

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  • 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 firms, especially retailers, communicate about their societal engagements toimprove their image. Yet, overwhelmed by these more or less well-founded societal claims,consumers get troubles to identify truly responsible retailers, making societal communicationless efficient. To better understand how consumers interpret societal information, especiallyabout the nature of retailers' engagements, the attribution theory is well-suited and helps toderive hypotheses experimentally tested. Results confirm the role of the "attributional" routein explaining societal information treatment for consumers showing strong societalconsciouness.

Suggested Citation

  • Béatrice Parguel & Florence Benoît-Moreau, 2008. "Le rôle de la congruence entre l'enseigne et son engagement dans la construction du capital-marque par la communication sociétale : une approche par la théorie de l'attribution," Post-Print halshs-00271742, HAL.
    • Handle: RePEc:hal:journl:halshs-00271742
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00271742
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    References listed on IDEAS

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