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Meaningfulness, Social Impact, and Legitimacy: A Critical Literature Review of Definitions of the Concept “Purpose-Driven Branding”

In: Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector

Author

Listed:
  • Marc Lunkenheimer

    (Neu-Ulm University of Applied Sciences)

  • Alexander H. Kracklauer

    (Neu-Ulm University of Applied Sciences)

Abstract

The term “purpose-driven branding” is on everyone’s lips. Despite its popularity, however, there is a lack of conceptual clarity. The so-called “purpose-washing” is only one possible consequence of this, if it is not clear what business research actually means by the term. This study examines current definitions of the term in the context of a critical literature review and analyzes them critically with regard to their conceptual quality. The definitions examined come from 38 works published in English and German over the past seven years. They fall into three types, defining purpose-driven branding in terms of either meaningfulness, social impact, or the legitimacy of entrepreneurial action. However, all three types are deficient in their current form, because they are not clearly defined in terms of content or do not meet formal requirements. We therefore suggest that further research should strive to create conceptual clarity so that the term can be profitably operationalized for future business research.

Suggested Citation

  • Marc Lunkenheimer & Alexander H. Kracklauer, 2023. "Meaningfulness, Social Impact, and Legitimacy: A Critical Literature Review of Definitions of the Concept “Purpose-Driven Branding”," Springer Proceedings in Business and Economics, in: Ana Maria Soares & Beatriz Casais (ed.), Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector, pages 3-18, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-29020-6_1
    DOI: 10.1007/978-3-031-29020-6_1
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