IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-030-39676-3_26.html
   My bibliography  Save this book chapter

Brand Purpose as a Cultural Entity Between Business and Society

In: Social Entrepreneurship and Corporate Social Responsibility

Author

Listed:
  • Silvia Biraghi

    (Università Cattolica del Sacro Cuore)

  • Rossella C. Gambetti

    (Università Cattolica del Sacro Cuore)

  • Steve Quigley

    (Boston University)

Abstract

Consumers today bring in a range of societal, ethical, and economic expectations, some of which may be aligned with and some of which may conflict with the actions of the firm. In this regard, Brand Purpose today represents a cultural entity whose inherent meanings morph across different consumer groups. As such, Brand Purpose no longer resides under the sole strategic control of the firm but rather is socially co-constructed by corporate executives and consumer groups in their daily encounters, interactions, and conversation routines. Building on Brand Purpose as the recently appointed marketing word of the year 2018, this chapter delves into how current massive technologically mediated consumer activism is shaping how brands identify and execute their Brand Purpose at societal and ethical levels to be attuned to increasingly cogent societal expectations of consumers. In so doing, this chapter will illustrate some recent compelling case studies of brands that have leveraged on their Brand Purpose to enhance their societal relevance.

Suggested Citation

  • Silvia Biraghi & Rossella C. Gambetti & Steve Quigley, 2020. "Brand Purpose as a Cultural Entity Between Business and Society," Management for Professionals, in: Joan Marques & Satinder Dhiman (ed.), Social Entrepreneurship and Corporate Social Responsibility, chapter 26, pages 401-422, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-39676-3_26
    DOI: 10.1007/978-3-030-39676-3_26
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-030-39676-3_26. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.