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Purpose-Driven Marketing: Der Einfluss des Brand Purpose auf die Markenwahrnehmung

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  • Rauber, Neele

Abstract

In den heutigen komplexen Konsumgesellschaften sind Marken aufgrund ihrer Vertrauens- und Orientierungsfunktion von zentraler Relevanz (Neye & Bongard, 2025, S. VI; Freundt et al., 2020, S. 49). Neben dem gesellschaftlichen Wandel spielen zusätzlich ökologische Veränderungen durch den Klimawandel, wirtschaftliche Herausforderungen und globale Krisen wie die Corona Pandemie eine tragende Rolle (Imdahl, 2022, S. 63). Vor allem in Krisenzeiten gewinnen Marken an Bedeutung, da sie die Bedürfnisse nach Stabilität, Vertrauen und Normalität erfüllen können. Marken, zu denen Menschen eine emotionale Verbindung haben, können diesen helfen, ihre individuelle Persönlichkeit auszudrücken und diese in ihrem sozialen Umfeld zu kommunizieren. Dieser Aspekt stellt einen unbezahlbaren Wettbewerbsvorteil und ein Differenzierungsmerkmal im Markt dar (Freundt et al., 2020, S. 11). Wenn sich Verbrauchende mit einer Marke und ihren Werten identifizieren, gewinnen die emotionalen Bestandteile der Marke an Bedeutung. Infolgedessen können Marken Zugehörigkeit und Zusammenhalt von Gleichgesinnten im sozialen Kontext fördern (Cohen, 2020). Aus diesem Grund müssen sich Marken ihrer sozialen und ökologischen Verantwortung bewusst sein. So können Marken nicht nur ihr Image stärken und ihren Profit steigern, sondern vor allem das Vertrauen und die Loyalität von Konsumierenden, Mitarbeitenden und anderen relevanten Stakeholdern gewinnen und einen gesellschaftlichen Mehrwert schaffen (Neye & Bongard, 2025, S. VII; Aaker, 2023, S. 1).

Suggested Citation

  • Rauber, Neele, 2026. "Purpose-Driven Marketing: Der Einfluss des Brand Purpose auf die Markenwahrnehmung," Working Papers for Marketing & Management 87, Offenburg University, Department of Media and Information.
    • Handle: RePEc:zbw:ouwpmm:342439
    DOI: 10.48584/opus-12645
    Note: https://rightsstatements.org/page/InC/1.0/
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    References listed on IDEAS

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    1. Stang, Annett, 2020. "Purpose-Driven-Marketing - Marketing-Hype oder langfristiges Erfolgskonzept," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(4), pages 18-23.
    2. Tuškej, Urška & Golob, Urša & Podnar, Klement, 2013. "The role of consumer–brand identification in building brand relationships," Journal of Business Research, Elsevier, vol. 66(1), pages 53-59.
    3. Daniel Neye & Joachim Bongard, 2025. "Marken in der Zeitenwende," Springer Books, Springer, number 978-3-658-48068-4, January.
    4. Vikas Singla & Gaurav Gupta, 2019. "Emotional Branding Scale and Its Role in Formation of Brand Trust," Paradigm, , vol. 23(2), pages 148-163, December.
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