... design was adopted, drawing on social practice theory. Forty-one semi-structured interviews were conducted with brand managers, consultants, strategists and entrepreneurs across purpose-driven brands and agencies. Data were analysed through reflexive thematic analysis to identify how meanings...

...Mirko Olivieri; Lala Hu Purpose Through the theoretical lens of social practice theory, the aim of this research is to investigate how business-to-business (B2B) high-tech startups build their brands in an omni-digital environment, particularly by focusing on the most important digital touchpoints...