Purpose is the new branding : understanding conscientious purpose-driven marketing and its impact on brand outcomes
Teresa Fernandes, Francisco Guzmán and Mafalda Mota
| Year of publication: |
2024
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|---|---|
| Authors: | Fernandes, Teresa ; Guzman, Francisco ; Mota, Mafalda |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 6, p. 761-782
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| Subject: | Brand image | Brand loyalty | Cause-brand authenticity | Cause-brand congruence | Conscientious purpose-driven branding | Consumer-cause congruence | Self-brand congruity | Markenführung | Brand management | Markenimage | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentreue | Firmenimage | Corporate reputation | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-08-2023-4667 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015165276