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Keywords: Conscientious purpose-driven branding
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Journal Articles
Journal of Product & Brand Management (2024) 33 (6): 761–782.
Published: 17 June 2024
...Teresa Fernandes; Francisco Guzman; Mafalda Mota Purpose Consumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims to better understand what the key drivers of a successful...
