Search Results - subject:"Transformative branding"

Brand purpose : a literature review and BEING implementation framework

France, Cassandra; Gonzalez-Arcos, Claudia; O'Rourke, … - In: The journal of product & brand management 33 (2024) 7, pp. 929-945

Persistent link: https://www.econbiz.de/10015166487

Brand purpose: a literature review and BEING implementation framework

France, Cassandra; Gonzalez-Arcos, Claudia; O’Rourke, … - In: Journal of Product & Brand Management 33 (2024) 7, pp. 929-945

Purpose While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose...

Persistent link: https://www.econbiz.de/10015352191

Big thinking about marketing

Ferrell, Linda - In: Journal of macromarketing 41 (2021) 4, pp. 527-530

Persistent link: https://www.econbiz.de/10012794235

Transformative branding : a dynamic capability to challenge the dominant social paradigm

Spry, Amanda; Figueiredo, Bernardo; Gurrieri, Lauren; … - In: Journal of macromarketing 41 (2021) 4, pp. 531-546

Persistent link: https://www.econbiz.de/10012794236