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Brand Purpose and Purpose-Driven-Marketing: The New Digital
Abstract
With the changing and transforming world, the relationship between consumers and brands began to change and transform. Nowadays, it is not enough for brands to produce quality products or provide quality service for consumers. Now, consumers expect brands to be sensitive to social, ecological, economic, or health problems. This situation has enabled the two concepts to become important and popular today: Brand purpose and purpose-driven marketing. Brand purpose is the "why" the brand exists. And purpose-driven marketing is a marketing trend that aims to connect brands with their consumers through common social goals. It seems that the concepts of brand purpose and purpose-driven marketing will be more common in marketing communication. The notion of purpose will change the commercial dynamics of brands in the same way that digitalization transformed the way people buy and sell stuff. This is exactly why purpose is the new digital.
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Adopting and clearly communicating a higher purpose has become a key priority for many brands. More and more commercial organizations see purposeful branding as the next competitive advantage and are aligning themselves with a worthy cause or societal issue. Non-profit organizations (NPOs), which arguably are inherently purpose-driven, should also be leveraging the power of brand purpose. This paper studies brand purpose within the NPO space and explores different dimensions of purpose communicated through social media, namely Facebook. Twenty brands across five broad NPO categories of Community Development, Education/Children, Culture, International and Environment were chosen. Four key purpose dimensions emerged: CHANGE, SUPPORT, EMPOWER, and FIGHT. Further analysis of the diversification versus concentration of these purpose dimensions indicated that only a few of the brands communicated a single purpose on their Facebook page. Most NPO brands examined adopted a multidimensional brand purpose. This study adds to the brand communication literature and offers managerial implications for NPOs considering brand purpose strategies.
This research was conducted to find out how much influence Love Laura's brand ambassador in The Body Shop's Public Relations campaign "Forever Against Animal Testing" towards corporate image. This study uses SOR theory that explains by using figure brand ambassador (stimulus) would provide information or messaging products/company to the consumer or the audience (organism) can affect the perception of the image of the company (response). The paradigm of this study using positivist with quantitative approach. The method used is the survey method, with data obtained through a questionnaire distributed to 118 respondents. This study shows the value of t obtained amounted to 6.767 greater than the right value of t table of 1.981. The results of the study stated that there was an influence between Cinta Laura as brand ambassador in The Body Shop's Public Relation campaign "Forever Against Animal Testing" towards corporate image with a correlation value of 0, 532, which means the relationship between the two variables considered strong, with the coefficient of determination which indicates 28.3% variable corporate image contributing variables brand ambassador in a Public Relation campaign.
One aspect of globalisation is the convergence of income, media and technology, which in turn is expected to lead to homogeneous consumer behaviour. This convergence thesis is increasingly questioned. With converging national wealth there still is substantial variation of consumer behaviour across nations, which is not disappearing. Variation is found in all aspects of consumer behaviour: in consumption of packaged goods, in usage and ownership of durable goods, and in media behaviour. With disappearing differences of GNP per capita, culture is a powerful explaining variable. This paper provides evidence of divergence of consumer behaviour rather than convergence, it describes the influence of culture, how cultural variables can explain variance of consumption, and presents the consequences for international brand management and for global advertising.
The purposes of the present study were: (1) to develop a reliable and valid scale for three brand image dimensions (mystery, sensuality, and intimacy), (2) to empirically test Roberts' (2004) lovemarks theory by examining the effect of the three brand image dimensions on the lovemark experience (brand love and respect), and (3) to examine the relationships among elements of brand equity (brand awareness, image, and loyalty), the lovemark experience, overall brand equity, fashion innovativeness, fashion information search, and gender.
Data were collected using an online survey and two samples, one consisting of college students and the other representing a national sample. A number of steps were involved in validating the scale. First, consistent with mystery, sensuality, and intimacy sub-themes proposed by Roberts (2004, 2006), three brand image dimensions were fleshed out based on a literature review, descriptive comments from the lovemarks Website, and findings from interviews. Twenty-one sub-themes of the brand image were identified, leading to the development of 137 representative items (i.e., 77 mystery, 25 sensuality, and 35 intimacy items).
Second, based on the factor loadings from exploratory and confirmatory factor analyses, 22 items (i.e., six mystery, seven sensuality, and nine intimacy items) were retained. Based on data collected from undergraduate college students, reliability and convergent and nomological validity of the brand image scale were confirmed through Structural Equation Modeling (SEM). Results indicated that the six mystery items reflected positive present experiences and positive memories from past experiences with a brand. Seven sensuality items reflected pleasing visual sensations, and nine intimacy items captured consumer's commitment and enjoyment.
Third, the final version of the brand image scale, containing 21 items (i.e., six mystery, six sensuality, and nine intimacy items), was verified based on the factor structure assessment using data collected from U.S. consumers and confirmatory factor analysis. Final validation (i.e., convergent, discriminant, and nomological validity) of the brand image scale was confirmed using SEM and the U.S. consumer data.
Regarding the second objective, Roberts' (2004) lovemarks theory was tested using SEM. Results of the structural model showed that mystery and intimacy positively influenced both brand love and respect, but sensuality only influenced brand respect. To achieve the last objective, SEM was used to test a conceptual model, which examined the relationships among variables (brand awareness, image, love, respect, loyalty, overall brand equity, fashion innovativeness, fashion information search, and gender). As predicted, brand awareness was positively associated with brand image. However, contrary to predictions, brand awareness did not have a positive influence on brand loyalty, love, or respect. In support of the model, brand image positively influenced brand love, respect, and loyalty. Whereas findings supported the hypothesized significant path between brand love and brand loyalty, but it was in the opposite direction (negative), which might be explained by collinearity. The posited positive relationships between brand respect and brand loyalty and between brand loyalty and overall brand equity were supported.
Female consumers rated higher on fashion innovativeness than did male consumers, and female consumers searched more for information about fashion brands than did male consumers, which supported the conceptual model. The relationship between brand awareness and fashion innovativeness did not receive support, but the level of fashion information search did have a significant influence on brand awareness. Finally, the present study added an additional path between fashion information search and brand image. Results revealed that fashion information search positively influenced brand image.
Findings empirically support that mystery, sensuality, and intimacy should be built into a brand experience to ensure a favorable brand image, leading to brand loyalty. The present study extended Keller's (1993) consumer-based brand equity model by providing empirical support for the addition of the lovemark experience to the model.
- keting and advertising. Many recent studies point at the necessity of adapting branding and advertising strategies to the culture of the consumer. In order to understand cultural differences, several models have been developed of which the Hofstede model is the most used. This article describes elements of this model that are most relevant to brand - ing and advertising, and reviews studies that have used the model for aspects of inter - national branding and for advertising research. It provides some cautious remarks about applying the model. Suggestions for more cross-cultural research are added.
This paper reviews the concept and the practice of brand purpose and aims to enhance the understanding of its benefits, and cautions in implementing purpose-driven marketing. It describes what brand purpose is about, why it is important and valuable, how consumer brands are doing it and how it can be done effectively. In practising purpose-driven marketing, brands need to connect their purpose to consumer values and human needs, and pay attention to the ’say’, ’do’ and ’confirm’ messages based on Duncan and Moriarty’s Strategic Consistency Triangle.
The importance of purpose-driven marketing has risen to new heights in the last few years. At Runtastic we did not simply want to follow a trend, but rather to play a pivotal role in shaping what such marketing looked like and what level of impact it could have. Building on our past effort into our annual Run For The Oceans campaign, we aimed to give this campaign and its essential cause — raising awareness of the marine plastic pollution crisis — an unprecedented level of importance in terms of our purpose marketing efforts, striving to create an impact far greater than we ever imagined possible. This paper outlines where we began, what measures we took to increase our scale and reach and how the outcome exceeded our wildest expectations. It is a study of the degree to which purpose marketing and corporate social responsibility matter to consumers in this day and age and how user engagement can be greatly improved by recognising the value consumers/users place on such topics.
Navigating towards a substantially better future requires a balanced commitment of long-term vision and strategic decision making. In order for a brand to navigate towards a future in which thrives rather than merely survives, finding, articulating and applying a higher purpose is a sine qua non. This paper shows why purpose is inseparable from future prosperity, and proposes a novel framework rooted in academic rigour and first-hand experience with how executives in charge of a brand can create propositions that will thrive in the post-positioning era of total connectedness.
The purpose of this study was to explore why consumers wear and repair Patagonia brand apparel, thus extending the lifespan of the apparel beyond a typical period of consumption. Using a qualitative case study, we examined Patagonia’s “Stories We Wear” blog posts from 2015 to 2017. Six emergent themes were identified as consumers’ motivation to engage in sustainability practices of repairing and extending the use of Patagonia brand apparel. The findings indicate that the blog posts (a) supported brand attachment and (b) enhanced our understanding of consumer–object relations with apparel items. Recommendations for future research and businesses seeking to expand sustainability practices are provided.
Extant literature has increased our understanding of specific aspects of digital transformation, however we lack a comprehensive portrait of its nature and implications. Through a review of 282 works, we inductively build a framework of digital transformation articulated across eight building blocks. Our framework foregrounds digital transformation as a process where digital technologies create disruptions triggering strategic responses from organizations that seek to alter their value creation paths while managing the structural changes and organizational barriers that affect the positive and negative outcomes of this process. Building on this framework, we elaborate a research agenda that proposes [1] examining the role of dynamic capabilities, and [2] accounting for ethical issues as important avenues for future strategic IS research on digital transformation.
An issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. Of the two aspects relating to standardization of marketing strategy across national markets—(1) standardization of the pattern of resource allocation across marketing mix variables integral to a business's marketing strategy and (2) standardization of the strategy content with respect to individual marketing mix variables—the latter has been the subject of numerous conceptual articles. However, there is a relative dearth of empirical studies on both issues. To partially fill this void, this study addresses empirically the question of the standardization of the pattern of resource allocation among marketing mix variables across national markets. The question is addressed by examining whether competitive strategy and industry structure variables affect market share and business profits similarly or dissimilarly across Western markets, that is, the U.S., U.K., Canada, and Western Europe. The results reveal that with few exceptions, the effects of competitive strategy and market structure variables generalize across these markets. The study findings provide insights into both the merits of standardizing the strategic resource mix across Western markets and the competitive strategy and market structure variables that are major explanators of business performance across Western markets.
Marketers in the past have based their strategies on the assumption of infinite resources and zero environmental impact. With the growing recognition of finite resources and high environmental costs, marketers need to reexamine their theory and practices. They need to revise their policies on product development, pricing, distribution, and branding. The recent financial meltdown has added another layer of concern as consumers adjust their lifestyles to a lower level of income and spending. Companies must balance more carefully their growth goals with the need to pursue sustainability. Increased attention will be paid to employing demarketing and social marketing thinking to meet the new challenges.
International advertisers are often faced with the problem of whether and to what extent they should change their messages from one country to another. Some advertisers feel that messages can be standardized across countries, while others believe adaptation is usually necessary. The study reported in this paper tests the acceptability of standardized advertising. Groups of consumers from three foreign countries are tested to determine whether they perceive the same product attributes important in the purchase of two common convenience products as a comparable group of consumers in the United States. The findings indicate substantial and consistent differences between the Americans and the other groups which suggest the inadvisability of standardized global advertising in these cases and perhaps in general.
The authors review the corporate social responsibility (CSR) literature based on 588 journal articles and 102 books and book chapters. They offer a multilevel and multidisciplinary theoretical framework that synthesizes and integrates the literature at the institutional, organizational, and individual levels of analysis. The framework includes reactive and proactive predictors of CSR actions and policies and the outcomes of such actions and policies, which they classify as primarily affecting internal (i.e., internal outcomes) or external (i.e., external outcomes) stakeholders. The framework includes variables that explain underlying mechanisms (i.e., relationship- and value-based mediator variables) of CSR–outcomes relationships and contingency effects (i.e., people-, place-, price-, and profile-based moderator variables) that explain conditions under which the relationship between CSR and its outcomes change. The authors’ review reveals important knowledge gaps related to the adoption of different theoretical orientations by researchers studying CSR at different levels of analysis, the need to understand underlying mechanisms linking CSR with outcomes, the need for research at micro levels of analysis (i.e., individuals and teams), and the need for methodological approaches that will help address these substantive knowledge gaps. Accordingly, they offer a detailed research agenda for the future, based on a multilevel perspective that aims to integrate diverse theoretical frameworks as well as develop an understanding of underlying mechanisms and microfoundations of CSR (i.e., foundations based on individual action and interactions). The authors also provide specific suggestions regarding research design, measurement, and data-analytic approaches that will be instrumental in carrying out their proposed research agenda.
The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers’ response. In this research, this gap is addressed by gauging consumer perceptions of localized and standardized advertisements in Hong Kong. Consumers generally prefer locally produced to foreign-sourced commercials, irrespective of brand origin; and they exhibit more favorable attitudes toward foreign-sourced, standardized commercials in situations involving greater brand familiarity and when execution style is transformational. Therefore, well-known brands with transformational appeals are more likely to succeed when transferred to Hong Kong, while localized advertising messages will be more effective when brand familiarity is low.
International advertisers up to now continue to be confronted with
the question of whether to standardize or adapt their commercial
messages. This debate over the standardization versus adaptation issue
has involved both advertising practitioners and academicians interested
in transnational advertising issues for at least the past four decades.
There are three schools of thought regarding international advertising:
standardization, adaptation, and the contingency perspective. Aims to
review and contrast the perspectives of practitioners (ad agencies as
well as clients) and academicians to this problem over the past 40
years. Observes interesting differences over this time frame, both
within each of the two groups and between them. Finds practitioners to
have alternated between the adaptation and standardization approaches
over the four decades with a trend towards standardization, while
academicians have mostly advocated the adaptation approach over the 40
years examined.
The goals of this chapter are to introduce organizational responsibility research and practice to the field of industrial and organizational (I/O) psychology and to encourage I/O psychology researchers and practitioners to embrace organizational responsibility in their research and practice. Although its definition is elaborated in detail later in the chapter, organizational responsibility is defined as context-specific organizational actions and policies that take into account stakeholders’ expectations and the triple bottom line of economic, social, and environmental performance. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
As the United States expends extraordinary efforts toward the digitization of its health-care system, and as policy makers across the globe look to information technology (IT) as a means of making health-care systems safer, more affordable, and more accessible, a rare and remarkable opportunity has emerged for the information systems research community to leverage its in-depth knowledge to both advance theory and influence practice and policy. Although health IT (HIT) has tremendous potential to improve quality and reduce costs in healthcare, significant challenges need to be overcome to fully realize this potential. In this commentary, we survey the landscape of existing studies on HIT to provide an overview of the current status of HIT research. We then identify three major areas that warrant further research: (1) HIT design, implementation, and meaningful use; (2) measurement and quantification of HIT payoff and impact; and (3) extending the traditional realm of HIT. We discuss specific research questions in each domain and suggest appropriate methods to approach them. We encourage information systems scholars to become active participants in the global discourse on health-care transformation through IT.
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