Benoît-Moreau, Florence; Parguel, Béatrice - HAL - 2011
Purpose Using Keller's (1993, 2003) brand equity framework, this paper investigates the impact of the firm …'s environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of … strength and favourability of brand environmental associations, therefore improving brand equity. Two moderators reinforce the …