IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00287120.html
   My bibliography  Save this paper

Communication sociétale des enseignes, le consommateur est-il toujours dupe ? le rôle de la réputation

Author

Listed:
  • 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

Many retailers communicate about their societal engagements to improve their image. Yet, overwhelmed by these more or less well-founded societal claims, consumers get troubles to identify truly responsible retailers, making societal communication probably less efficient. Based upon the attribution theory, this research examines the role of independent information regarding the retailer's societal reputation on consumers' response to societal communication. Results show the absence of impact of societal communication on brand equity in case of bad reputation, as consumers infer less internal motivations for the retailer to communicate, therefore decreasing its perceived sincerity as well as its brand equity.

Suggested Citation

  • Béatrice Parguel & Florence Benoît-Moreau, 2008. "Communication sociétale des enseignes, le consommateur est-il toujours dupe ? le rôle de la réputation," Post-Print halshs-00287120, HAL.
    • Handle: RePEc:hal:journl:halshs-00287120
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00287120
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00287120/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Robertson, Thomas S & Rossiter, John R, 1974. "Children and Commercial Persuasion: An Attribution Theory Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(1), pages 13-20, June.
    2. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    3. Pauline de Pechpeyrou & Béatrice Parguel & Aîda Mimouni & Pierre Desmet, 2006. "Valeur et sincérité perçues d'une promotion multi-mécanismes," Post-Print halshs-00146620, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:dau:papers:123456789/2554 is not listed on IDEAS
    2. Béatrice Parguel & Florence Benoît-Moreau, 2008. "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," Post-Print halshs-00271742, HAL.
    3. 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.
    4. repec:dau:papers:123456789/2743 is not listed on IDEAS
    5. Béatrice Parguel & Florence Benoît-Moreau, 2007. "Communication sociétale et capital-marque," Post-Print halshs-00145919, HAL.
    6. repec:dau:papers:123456789/2481 is not listed on IDEAS
    7. Banu Dincer & Caner Dincer, 2022. "Sustainable Communication; Perceived Motivation and Nature of the Commitment," Sustainability, MDPI, vol. 14(15), pages 1-11, August.
    8. Alexandra ZBUCHEA & Florina PÎNZARU, 2017. "Tailoring CSR Strategy to Company Size?," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(3), pages 415-437, September.
    9. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    10. Xiaodong Zhu & Rongrong Gu & Bingbing Wu & Shunsuke Managi, 2017. "Does Hazy Weather Influence Earnings Management of Heavy-Polluting Enterprises? A Chinese Empirical Study from the Perspective of Negative Social Concerns," Sustainability, MDPI, vol. 9(12), pages 1-15, December.
    11. Mohammad Nurunnabi & Yazeed Alfakhri & Demah H. Alfakhri, 2018. "Consumer perceptions and corporate social responsibility: what we know so far," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 161-187, June.
    12. Rana Essam Shazly & Abeer A. Mahrous, 2020. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 255-276, September.
    13. Souheila Kaabachi & Mohamed Karim Kefi & Monyédodo Régis Kpossa & Ahmed Anis Charfi, 2021. "Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?," Post-Print hal-03767446, HAL.
    14. Mohamed M. Mostafa, 2008. "Through the Eye of a Child," Global Business Review, International Management Institute, vol. 9(2), pages 243-255, August.
    15. Anupam Singh & Priyanka Verma, 2018. "Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective," Global Business Review, International Management Institute, vol. 19(1), pages 85-98, February.
    16. Jelena Spanjol & Leona Tam & Vivian Tam, 2015. "Employer–Employee Congruence in Environmental Values: An Exploration of Effects on Job Satisfaction and Creativity," Journal of Business Ethics, Springer, vol. 130(1), pages 117-130, August.
    17. Seunghee Im & Yang Woon Chung & Ji Yeon Yang, 2016. "Employees’ Participation in Corporate Social Responsibility and Organizational Outcomes: The Moderating Role of Person–CSR Fit," Sustainability, MDPI, vol. 9(1), pages 1-14, December.
    18. Potepkin Maxim & Firsanova Olga, 2017. "Customer Perception of CSR Activities: A Comparative Study of Finnish and Russian Consumers," TalTech Journal of European Studies, Sciendo, vol. 7(2), pages 59-83, October.
    19. Jiří Čerkasov & Jan Huml & Lucie Vokáčová & Klára Margarisová, 2017. "Consumer's Attitudes to Corporate Social Responsibility and Green Marketing," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 1865-1872.
    20. H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.
    21. Roper, Stuart & Parker, Cathy, 2013. "Doing well by doing good: A quantitative investigation of the litter effect," Journal of Business Research, Elsevier, vol. 66(11), pages 2262-2268.
    22. Ki-Hoon Lee & Minwoo Lee & Nuwan Gunarathne, 2019. "Do green awards and certifications matter? Consumers’ perceptions, green behavioral intentions, and economic implications for the hotel industry: A Sri Lankan perspective," Tourism Economics, , vol. 25(4), pages 593-612, June.
    23. María del Mar García‐De los Salmones & Andrea Perez, 2018. "Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 194-208, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00287120. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.