Societal communication and brand equity

International audience Previous research on corporate social responsibility 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 bran...

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Bibliographic Details
Main Authors: Benoît-Moreau, Florence, Parguel, Béatrice
Other Authors: Dauphine Recherches en Management (DRM), Université Paris Dauphine-PSL, Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS), ESSEC Business School, Essec Business School
Format: Conference Object
Language:English
Published: HAL CCSD 2007
Subjects:
societal communication
brand equity
experiment
[SHS.GESTION]Humanities and Social Sciences/Business administration
Iceland
Online Access:https://halshs.archives-ouvertes.fr/halshs-00145918
https://halshs.archives-ouvertes.fr/halshs-00145918/document
https://halshs.archives-ouvertes.fr/halshs-00145918/file/EMAC.pdf
Description
Summary:International audience Previous research on corporate social responsibility 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 (2003) 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.

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