Benoît-Moreau, Florence; Parguel, Béatrice - Université Paris-Dauphine (Paris IX) - 2007
perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of … and test them using an experiment on 200 university students. The findings suggest that societal communication supports … brand equity building, which also depends on the perceived congruency between the firm and the cause it supports, societal …