Conceptualizing brand purpose and considering its implications for consumer eudaimonic well‐being
P Williams, JE Escalas… - Journal of consumer …, 2022 - Wiley Online Library
In response to high‐profile calls, and the apparent demand from consumers, brands in a
wide variety of categories have sought to define, articulate, communicate, and act according …
wide variety of categories have sought to define, articulate, communicate, and act according …
The real purpose of purpose-driven branding: consumer empowerment and social transformations
Despite the concept of purpose gaining attention in the business world, academic research
on purpose-driven branding is scarce and the cognitive–affective–conative categories used …
on purpose-driven branding is scarce and the cognitive–affective–conative categories used …
Feeling the values: How pride and awe differentially enhance consumers' sustainable behavioral intentions
Building on prior work examining discrete emotions and consumer behavior, the present
research proposes that consumers are more likely to engage in the target sustainable …
research proposes that consumers are more likely to engage in the target sustainable …
Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers' responses to brands
The results from a large survey (N= 2010) show that the positive effects of the congruity
between brand values and consumers' ongoing value priorities on a variety of consumers' …
between brand values and consumers' ongoing value priorities on a variety of consumers' …
Actual and ideal-self congruence and dual brand passion
M Astakhova, KR Swimberghe… - Journal of Consumer …, 2017 - emerald.com
Purpose The aim of this study is to explore the relationships between actual (ASC) and ideal
self-congruence (ISC) and harmonious (HBP) and obsessive brand passion (OBP) …
self-congruence (ISC) and harmonious (HBP) and obsessive brand passion (OBP) …
Brand personality and consumer self-expression: single or dual carriageway?
Considerable research into consumer behaviour has examined the self-expressive role of
brands, but has found little support for the premise that brand personality has an influence …
brands, but has found little support for the premise that brand personality has an influence …
Selling products by selling brand purpose
CKJ Hsu - Journal of Brand Strategy, 2017 - ingentaconnect.com
This paper reviews the concept and the practice of brand purpose and aims to enhance the
understanding of its benefits, and cautions in implementing purpose-driven marketing. It …
understanding of its benefits, and cautions in implementing purpose-driven marketing. It …
Can brands make us happy? A research framework for the study of brands and their effects on happiness
JF Bettingen, MK Luedicke - Advances in Consumer …, 2009 - openaccess.city.ac.uk
Brands permeate consumer culture. Yet, despite their ubiquitous presence, one of the
societally most relevant and fundamental questions of brand existence remains among the …
societally most relevant and fundamental questions of brand existence remains among the …
Is brand love materialistic?
A Ahuvia, PA Rauschnabel… - Journal of Product & Brand …, 2020 - emerald.com
Purpose This paper aims to explore the relationship between brand love and materialism.
Design/methodology/approach This research uses two survey studies that the love of …
Design/methodology/approach This research uses two survey studies that the love of …
Introduction to the special issue: Brand relationships, emotions, and the self
CW Park, DJ MacInnis - Journal of the Association for …, 2018 - journals.uchicago.edu
Our interest in this special issue is grounded in the early work on brands and brand
relationships (Gardner and Levy 1955; Park, Jaworski, and MacInnis 1986; Fournier 1998) …
relationships (Gardner and Levy 1955; Park, Jaworski, and MacInnis 1986; Fournier 1998) …