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The real purpose of purpose-driven branding: consumer empowerment and social transformations

Author

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  • Monika Hajdas

    (The Wroclaw University of Economics and Business)

  • Ryszard Kłeczek

    (The Wroclaw University of Economics and Business)

Abstract

Despite the concept of purpose gaining attention in the business world, academic research on purpose-driven branding is scarce and the cognitive–affective–conative categories used in previous studies are not sufficient to explain how it works. This paper outlines a framework that explains how purpose branding is performed in practice. Such a framework is lacking from the extant scholarship, the key reasons for which can be found in the research limitations in previous studies. We argue that studies on brand purpose should include new theoretical categories: consumer empowerment and transformation of practices. We advance this idea based on the theory of social practices. Using case studies of purpose-branding campaigns, we discuss how brand purpose empowers consumers and fosters transformations of their practices. We present a framework that explains how purpose branding works using the categories suggested.

Suggested Citation

  • Monika Hajdas & Ryszard Kłeczek, 2021. "The real purpose of purpose-driven branding: consumer empowerment and social transformations," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 359-373, July.
    • Handle: RePEc:pal:jobman:v:28:y:2021:i:4:d:10.1057_s41262-021-00231-z
    DOI: 10.1057/s41262-021-00231-z
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    Cited by:

    1. Anette Ahsen & Kevin Gauch, 2022. "Opportunities and Challenges of Purpose-Led Companies: An Empirical Study Through Expert Interviews," Corporate Reputation Review, Palgrave Macmillan, vol. 25(3), pages 198-211, August.
    2. Stefanie Wannow & Martin Haupt & Martin Ohlwein, 2024. "Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 168-192, March.
    3. Anna Karina Kjeldsen & Line Schmeltz, 2024. "The challenges of balancing ethics and competence for purpose-driven brands: an exploratory case study on social impact company Too Good To Go," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 310-330, May.
    4. C. Rudeloff & P. Michalski, 2024. "How Corporate Brands Communicate their Higher Purpose on Social Media: Evidence from Top Global Brands on Twitter," Corporate Reputation Review, Palgrave Macmillan, vol. 27(3), pages 202-215, August.
    5. Ahsen, Anette von & Gauch, Kevin, 2024. "Opportunities and Challenges of Purpose-Led Companies: An Empirical Study Through Expert Interviews," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 149875, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    6. Hajdas Monika & Radomska Joanna & Szpulak Aleksandra & Silva Susana C., 2022. "Don’t tell me stories – the narratives of retirement and their relation with brand associations," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(1), pages 17-32, March.
    7. Aya Aboelenien & Chau Minh Nguyen, 2024. "From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 108-125, March.
    8. Alessandra Bertolini & Francesca Conte & Alfonso Siano & Fabiola Marongiu, 2023. "Digital Communication of Conscientious Brands: Case Studies," Sustainability, MDPI, vol. 15(21), pages 1-23, October.

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