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Le rôle de la réputation sociétale de l'enseigne dans la construction du capital-marque par la communication sociétale : une approche par la théorie de l'attribution

Author

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  • 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)

Abstract

De nombreuses enseignes communiquent sur leurs engagements sociétaux afin d'améliorer leur image auprès des consommateurs. Néanmoins, face à la profusion d'arguments plus ou moins fondés, l'efficacité de la communication sociétale peut être questionnée. Mobilisant la théorie de l'attribution, cette recherche examine l'impact de la réputation de l'entreprise sur la façon dont le consommateur réagit à la communication sociétale. Les résultats valident l'absence d'impact de la communication sociétale sur le capital-marque lorsqu'une enseigne pâtit d'une mauvaise réputation. En revanche, en cas de bonne réputation, les consommateurs infèrent des motivations internes dans la prise de parole de l'enseigne, ce qui influence la sincérité perçue de celle-ci et in fine, son capital-marque.

Suggested Citation

  • Béatrice Parguel & Florence Benoît-Moreau, 2008. "Le rôle de la réputation sociétale de l'enseigne dans la construction du capital-marque par la communication sociétale : une approche par la théorie de l'attribution," Post-Print halshs-00271737, HAL.
    • Handle: RePEc:hal:journl:halshs-00271737
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00271737
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    References listed on IDEAS

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