Brand Purpose as the Next Marketing Paradigm

Producción científica: Capítulo del libroContribución a congreso/conferenciarevisión exhaustiva


Companies nowadays face the challenge of communicating their sustainable initiatives, due to consumer scepticism and poor or even negative commercial impact of initiatives to date. While literature is scanty in analysing the challenge of communicating sustainability, the goal of this paper is to shed light on how brands can take advantage of the ever-increasing consumer focus on sustainability. Methods include 14 in-depth interviews with top management of multinational firms in the Spanish FMCG sector. Results highlight the importance and difficulty of communicating sustainability benefits that are relevant to the consumer. A relevant implication of the study is that Sustainability Communication (SC) must start internally, transforming employees into brand ambassadors. SC addressing consumers needs to be genuine and product-specific. “showing” the sustainable benefits without the sales goal being evident. Brand purpose must be in the DNA of the corporation to be successful.

Idioma originalInglés
Título de la publicación alojadaAdvances in National Brand and Private Label Marketing - 9th International Conference, 2022
EditoresFrancisco J. Martínez-López, Juan Carlos Gázquez-Abad, Marco Ieva
EditorialSpringer Science and Business Media B.V.
Número de páginas9
ISBN (versión impresa)9783031065804
EstadoPublicada - 2022
Evento9th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2022 - Barcelona, Espana
Duración: 27 jun 202228 jun 2022

Serie de la publicación

NombreSpringer Proceedings in Business and Economics
ISSN (versión impresa)2198-7246
ISSN (versión digital)2198-7254


Conferencia9th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2022


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