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Keywords: Purpose implementation
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Journal Articles
Journal of Product & Brand Management 1–15.
Published: 19 June 2026
... strong negative reactions (Ahmad et al., 2024 ; Mirzaei et al., 2021). This suggests that purpose must be convincingly enacted, as recent research identifies authenticity of action as a central pillar of effective brand purpose implementation (France et al., 2024...
Includes: Supplementary data
