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

  • 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)

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    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.

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    File URL: https://halshs.archives-ouvertes.fr/halshs-00634443/document
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    Paper provided by HAL in its series Post-Print with number halshs-00634443.

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    Date of creation: 2011
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    Publication status: Published in EuroMed Journal of Business, 2011, 6 (1), pp.100-116
    Handle: RePEc:hal:journl:halshs-00634443
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00634443
    Contact details of provider: Web page: https://hal.archives-ouvertes.fr/

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    1. 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 185-93, September.
    2. J. Vanhamme & B. Grobben, 2009. "Too good to be true ! : the effectiveness of CSR History in Countering Negative Publicity," Post-Print hal-00581630, HAL.
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