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

Florence Benoit-Moreau; Béatrice Parguel

doi:10.1108/14502191111130334

Document Information:
Title:	Building brand equity with environmental communication: an empirical investigation in France
Author(s):	Florence Benoit-Moreau, (DRM-DMSP, Paris-Dauphine University, Paris, France), Béatrice Parguel, (IRG, Paris Est University, Paris, France)
Citation:	Florence Benoit-Moreau, Béatrice Parguel, (2011) "Building brand equity with environmental communication: an empirical investigation in France", EuroMed Journal of Business, Vol. 6 Iss: 1, pp.100 - 116
Keywords:	Brand equity, Consumer behaviour, Corporate communications, Corporate social responsibility, France
Article type:	Research paper
DOI:	10.1108/14502191111130334 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Acknowledgements:	This research is part of the Research Program “Regulatory potential of CSR”, funded by the ANR (French National Research Agency).
Abstract:	Purpose – Using Keller's brand equity framework, the purpose of this paper is to investigate 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 – Despite existing research on corporate social responsibility (CSR), no studies focus on the specific impact of CSR communication on brand equity. The paper provides initial empirical evidence about the positive effect of environmental claims on customer-based brand equity.