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Building brand equity with environmental communication: an empirical investigation in France

Author

Listed:
  • Florence Benoît-Moreau

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

  • Béatrice Parguel

    () (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Purpose Using Keller's (1993, 2003) brand equity framework, this paper investigates the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations. Design/methodology/approach A between-subjects experimental design tests the hypotheses with a generalisable sample of 165 French consumers. Findings Environmental communication positively influences the strength and favourability of brand environmental associations, therefore improving brand equity. Two moderators reinforce the impact of environmental communication on brand equity through the strength of brand environmental associations: the perceived congruence between the brand and the cause, and the perceived credibility of the claim. Practical implications In the context of greater consumer pressure regarding business ethics, managers should favour environmental arguments in their corporate communication to improve brand image through societal associations. Doing so, they should focus their communication on causes that are congruent with their brands to facilitate brand equity building, and ensure they are credible when proclaiming these arguments. Originality/value of paper Despite existing research on corporate social responsibility (CSR), no studies focus on the specific impact of CSR communication on brand equity. This research provides initial empirical evidence about the positive effect of environmental claims on customer-based brand equity.

Suggested Citation

  • Florence Benoît-Moreau & Béatrice Parguel, 2011. "Building brand equity with environmental communication: an empirical investigation in France," Post-Print halshs-00634443, HAL.
  • Handle: RePEc:hal:journl:halshs-00634443
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00634443
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    File URL: https://halshs.archives-ouvertes.fr/halshs-00634443/document
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    References listed on IDEAS

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    1. J. Vanhamme & B. Grobben, 2009. "Too good to be true ! : the effectiveness of CSR History in Countering Negative Publicity," Post-Print hal-00581630, HAL.
    2. 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, Oxford University Press, vol. 18(2), pages 185-193, September.
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    Cited by:

    1. Alessandra De Chiara, 2015. "Marchi ecologici e percorsi "credibili" di sostenibilità: uno studio sulle imprese con l’Eu Ecolabel nel territorio italiano," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2015(2), pages 111-138.
    2. Alessandra De Chiara, 2016. "Eco-labeled Products: Trend or Tools for Sustainability Strategies?," Journal of Business Ethics, Springer, vol. 137(1), pages 161-172, August.

    More about this item

    Keywords

    CSR communication; environmental communication; brand equity; congruency; societal consciousness;

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