The double-edged power of brand purpose: how strong purpose helps and hurts brands facing criticism

Clemens Luis Ammann is a Lecturer in Marketing at the Bern University of Applied Sciences and Program Director of the CAS in Marketing. He received his PhD in Business Administration from the University of Bern, where his research focused on consumer behavior in digital markets. His academic interests include brand management, word-of-mouth, generative AI and consumer-based strategies. In addition to his academic role, he is Co-CEO of the consulting firm Flybridge, which supports companies with strategic market research. He also serves as Research Associate at the Institute of Marketing and Management at the University of Bern.

Jonathan Matzinger is a Postdoctoral Researcher at the University of Bern and Associated Researcher at the Peter F. Drucker School of Management (Claremont Graduate University, USA). He received his PhD in Marketing from the University of Bern, where his research focused on corporate reputation, organizational culture and corporate purpose. He has presented his work at leading conferences such as the European Marketing Academy (EMAC) and the American Marketing Association (AMA). In addition to his academic work, he serves as Senior Consultant at Flybridge, a marketing and strategy consultancy, where he applies research insights to real-world business challenges.

Harley Krohmer received his PhD from WHU Otto Beisheim School of Management and his habilitation from the University of Mannheim. He is a Professor of Marketing and Director of the Institute of Marketing and Management at the University of Bern, and former Dean of the Faculty of Business, Economics and Social Sciences. His research focuses on brand and price management. He has published in leading journals, including the Journal of Marketing, Journal of Marketing Research, Strategic Management Journal and Journal of Business Research, and is coauthor of the textbook Marketing Management.