Societal communication and brand equity
Une communication portant le même titre avait été prononcée par ces deux auteurs en 2007 en Islande au 36th EMAC Conference, voir dans la base. Previous research works on corporate social responsibility (CSR) generally acknowledge that consumers develop more favourable perceptions of responsible fir...
| Main Authors: | , |
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| Format: | Conference Object |
| Language: | English |
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2007
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| Subjects: | |
| Online Access: | https://basepub.dauphine.fr/handle/123456789/2886 http://halshs.archives-ouvertes.fr/halshs-00146705 |
| Summary: | Une communication portant le même titre avait été prononcée par ces deux auteurs en 2007 en Islande au 36th EMAC Conference, voir dans la base. Previous research works on corporate social responsibility (CSR) generally acknowledge that consumers develop more favourable perceptions of responsible firms. Yet next to nothing has been written on the effects of the firm's societal communication and 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 a sample of 200 French University students. The findings suggest that societal communication supports brand equity building. From a more specific standpoint, when the brand communicates on its societal involvement, brand equity building depends on individual and situational variables, such as perceived congruency between the firm and the cause it supports, societal consciousness and the interaction between perceived claim credibility and consumer scepticism. oui |
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