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

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Kevin Lane Keller

Dartmouth College - Tuck School of Business

Date Written: 2002

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.

Keywords: social marketing, brand equity, market penetration, marketing, market positioning, marketing strategy

Suggested Citation

Hoeffler, Steve and Keller, Kevin Lane, Building Brand Equity Through Corporate Societal Marketing (2002). Journal of Public Policy and Marketing, Vol. 21, No. 1, pp 78-89, 2002. Available at SSRN: https://ssrn.com/abstract=1904958

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Kevin Lane Keller

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

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