Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

• Type: Article in International Scientific Journal
• Date: 2024

Authors

Teresa Fernandes (Author) FEP; Francisco Guzmán (Author) Other; Mafalda Mota (Author) FEP

Journal

Title: Journal of Product and Brand Management

Vol. 33 No. 6

Pages: 761-782

ISSN: 1061-0421

Publisher: Emerald

Indexing

ISI Web of Knowledge - 8 Citations

Scopus - 9 Citations

Scientific classification

CORDIS: Social sciences

FOS: Social sciences

Other information

Authenticus ID: P-010-M6J

DOI: 10.1108/jpbm-08-2023-4667

Abstract (EN): PurposeConsumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims to better understand what the key drivers of a successful conscientious purpose-driven branding strategy are and what is its impact on key brand outcomes.Design/methodology/approachData was gathered using a self-administered survey, answered by 670 young adults belonging to generations Y and Z. The study integrates in a single moderated-mediation model, tested using partial least squares structural equation modelling, the joint effects of cause-brand-consumer congruences, cause-brand authenticity and brand image, on consumers' intention to purchase and recommend the brand.FindingsConsumer-brand congruence mediates the path from cause-brand congruence and authenticity to brand image, which in turn impacts purchase and recommendation intentions, with authenticity playing a dominant role. Moreover, for consumers highly congruent with the cause/purpose, the direct effect of cause-brand congruence on brand image becomes non-significant and only works through consumer-brand congruence.Originality/valueTheoretically, this study contributes to a better understanding of how and when conscientious purpose-driven branding can be effective. Its findings further advance prior research, by providing an alternative path anchored on cause-brand authenticity to explain positive effects of conscientious purpose-driven marketing on brand outcomes. Moreover, it challenges prior assumptions regarding the impact of consumer-cause congruence on the effectiveness of these strategies. Finally, it highlights that cause-consumer and brand-consumer congruencies also play a role, offering an integrated, triadic view of conscientious purpose-driven branding strategies. Managerially, it provides insights to brand managers wishing to successfully implement these strategies and better understand the role of brands as purpose-driven entities.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 22