Work

Building Brand Equity through Corporate Societal Marketing

Year: 2002

Type: article

Abstract: 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.

Source: Journal of Public Policy & Marketing

DOI: 10.1509/jppm.21.1.78.17600

Authors: Steve Hoeffler, Kevin Lane Keller

Institutions: University of North Carolina at Chapel Hill, Dartmouth College

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2157911081

FWCI: 22.78

Cites: 37

Cited by: 977

Related to: 10