Investigación

Artículo en revista académica

calendar_month Publicación: 03/09/2024

Brand purpose: a literature review and BEING implementation framework

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 and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars.

Fuente: Journal of Product and Brand Management