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dc.contributor.authorParguel, Béatrice
dc.contributor.authorBenoît-Moreau, Florence
dc.date.accessioned2010-01-12T11:56:22Z
dc.date.available2010-01-12T11:56:22Z
dc.date.issued2007
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/2886
dc.descriptionUne communication portant le même titre avait été prononcée par ces deux auteurs en 2007 en Islande au 36th EMAC Conference, voir dans la base.en
dc.language.isoenen
dc.subjectExperimenten
dc.subjectSocietal Communicationen
dc.subjectBrand Equityen
dc.subjectCorporate Social Responsibility (CSR)en
dc.subject.ddc658.8en
dc.subject.classificationjelD11en
dc.subject.classificationjelM31en
dc.titleSocietal communication and brand equityen
dc.typeCommunication / Conférence
dc.description.abstractenPrevious 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.en
dc.identifier.citationpages9 p.
dc.identifier.urlsitehttp://halshs.archives-ouvertes.fr/halshs-00146705
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.conftitleThought Leaders International Conference on Brand Managementen
dc.relation.confdate2007-04
dc.relation.confcityBirminghamen
dc.relation.confcountryRoyaume-Unien


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