Le rôle de la congruence entre l'enseigne et son engagement dans la construction du capital-marque par la communication sociétale: une approche par la théorie de l'attribution

Béatrice Parguel () and Florence Benoît-Moreau
Additional contact information
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Florence Benoît-Moreau: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School

Post-Print from HAL

Abstract: Many firms, especially retailers, communicate about their societal engagements toimprove their image. Yet, overwhelmed by these more or less well-founded societal claims,consumers get troubles to identify truly responsible retailers, making societal communicationless efficient. To better understand how consumers interpret societal information, especiallyabout the nature of retailers' engagements, the attribution theory is well-suited and helps toderive hypotheses experimentally tested. Results confirm the role of the "attributional" routein explaining societal information treatment for consumers showing strong societalconsciouness.

Keywords: societal communication; perceived congruency; attribution theory; brand equity; retailing; communication sociétale; congruence perçue; théorie de l'attribution; capital-marque; distribution (search for similar items in EconPapers)
Date: 2008
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00271742v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Congrès International de l'AFM, 2008, France

Downloads: (external link)
https://shs.hal.science/halshs-00271742v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00271742

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().