UNE ÉCHELLE DE MESUREDE LA RESPONSABILITÉSOCIÉTALE DES MARQUES :APPLICATIONAUX CONSOMMATEURSDE MARQUES ALIMENTAIRESBIOLOGIQUES
http://api.archives-ouvertes.fr/search/?fq=halId_s:hal-04160273&fl=title_s,en_title_s,docid,label_s,en_label_s,docType_s,authIdHal_s,halId_s,structId_i,uri_s,keyword_s,en_keyword_s,authLastNameFirstName_s,journalTitle_s,abstract_s,en_abstract_s,producedDate_tdate,producedDateY_i,language_s,fileMain_s&sort=publicationDate_s+desc
authors
keywords
- Brand social responsibility
- Brand scale
- Brand Trust
- Validity
document type
ARTabstract
The main objective of this research is to provide a tool for measuring the consumer perception of socially responsible brands (BSR perceived) during the purchase process. From the work on corporate social responsibility and its perception by consumers (perceived CSR), a rigorous methodological approach (Churchill, 1979 ; Gerbing, Anderson, 1988) was followed to define an original scale of brand socially responsibility (perceived BSR). A review of the literature, qualitative (from 30 users), and quantitative studies (exploratory and confirmatory with 418 consumers) are used to verify the psychometric properties of this brand scale.
