Social purpose branding approaches : a typology of how brands engage with a social purpose
Harriet Gray, Rebecca Dolan, Dean Charles Hugh Wilkie, Jodie Conduit, Amelie Burgess
| Year of publication: |
2024
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|---|---|
| Authors: | Gray, Harriet ; Dolan, Rebecca ; Wilkie, Dean C. H. ; Conduit, Jodie ; Burgess, Amelie |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 58.2024, 5, p. 1207-1240
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| Subject: | Brand typology | Branding | Institutional logics theory | Purpose-driven brands | Qualitative research | Social purpose branding | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-08-2022-0588 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015047510