The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Building Brand Equity through Corporate Societal Marketing
Open accessAbstract
Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.
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Citations
Cites
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Fournier, S. (1998) · Journal of Consumer Research · doi:10.1086/209515 · Cited by 7,542
Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility
Sen, S., & Bhattacharya, C. B. (2001) · Journal of Marketing Research · doi:10.1509/jmkr.38.2.225.18838 · Cited by 4,659
Muniz, A. M., & O'Guinn, T. C. (2001) · Journal of Consumer Research · doi:10.1086/319618 · Cited by 3,998
Cited by
Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs
Ellen, P. S. (2006) · Journal of the Academy of Marketing Science · doi:10.1177/0092070305284976 · Cited by 1,591
Reaping relational rewards from corporate social responsibility: The role of competitive positioning
Du, S., Bhattacharya, C. B., & Sen, S. (2007) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2007.01.001 · Cited by 1,295
Parguel, B., Benoît-Moreau, F., & Larceneux, F. (2011) · Journal of Business Ethics · doi:10.1007/s10551-011-0901-2 · Cited by 1,024
Hollebeek, L. D., & Macky, K. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.07.003 · Cited by 978
Austin, J. E., & Seitanidi, M. M. (2012) · Nonprofit and Voluntary Sector Quarterly · doi:10.1177/0899764012450777 · Cited by 678
Metadata
- Authors
- Hoeffler, S., & Keller, K. L.
- Venue
- Journal of Public Policy & Marketing
- Publisher
- SAGE Publications
- Published
- 2002-04
- Volume
- 21
- Issue
- 1
- Pages
- 78-89
- ISSN
- 0743-9156 (ISSN-L)
- 1547-7207
- OpenAlex
- W2157911081
- Cited by
- 943
- References
- 3
- FWCI
- 31.04
- Type
- journal article
- Language
- en
- Open access
- green
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
