Building Brand Equity Through Corporate Societal Marketing
Journal of Public Policy and Marketing, Vol. 21, No. 1, pp 78-89, 2002
Posted: 4 Aug 2011
Date Written: 2002
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.
Keywords: social marketing, brand equity, market penetration, marketing, market positioning, marketing strategy
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