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Can the marketing innovation of purpose branding make brands meaningful and relevant?

Narayanan, Sajith; Das, Jyoti Ranjan - In: International Journal of Innovation Science 14 (2021) 3/4, pp. 519-536

Purpose: Purpose branding is a concept that has gained momentum in recent years. It is a marketing innovation that has the potential to change why and how companies work. Still, academic research on purpose branding is scarce. This paper aims to increase awareness about purpose branding and...

Persistent link: https://www.econbiz.de/10012638762

Consumers' willingness to pay for corporate social responsibility : theory and evidence

Narayanan, Sajith; Singh, Guru Ashish - In: International journal of consumer studies 47 (2023) 6, pp. 2212-2244

Persistent link: https://www.econbiz.de/10014427274

Can the marketing innovation of purpose branding make brands meaningful and relevant?

Narayanan, Sajith; Das, Jyoti Ranjan - In: International journal of innovation science 14 (2022) 3/4, pp. 519-536

Persistent link: https://www.econbiz.de/10013375168

Will legalizing corporate social responsibility get businesses to participate in welfare activities : the case of India

Narayanan, Sajith; Singh, Guru Ashish - In: Society and business review 19 (2024) 1, pp. 1-22

Persistent link: https://www.econbiz.de/10014486905

From stimulus to response : understanding the causes and outcomes of consumer activism

Narayanan, Sajith; Singh, Guru Ashish - In: Journal of consumer behaviour 24 (2025) 2, pp. 820-845

Persistent link: https://www.econbiz.de/10015334452