Marketing Management M.A.
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Brand purpose has gained considerable importance in recent years. However, the term is not uniformly defined which makes an exemplification more difficult. The aim of this study is to give a detailed view on current brand purpose illustrations and practices. Therefore, an overview of different brand purpose interpretations is given, and a unified definition provided. Within this study brand purpose is defined as an organization’s inner core which is driving value for stakeholders by addressing a societal issue.
An extensive literature review in combination with expert interviews is performed to identify potential success factors for the implementation of brand purpose. The outcome of this analysis resulted in a brand purpose framework with five dimensions and 26 underlying success factors. This framework is then evaluated within a multiple-case study. By analyzing four best practice organizations in their implementation of brand purpose the previous results of the literature analysis are examined. The outcome of the case study research represents an updated brand purpose framework in which the success factor authenticity has notably stood out as one major aspect in brand purpose practices.
Lastly recommendations for the implementation of brand purpose are given. Therefore, it is important to build a community to collectively practice purpose- oriented activities which are creating value for the organization’s stakeholders.
Wirkung von Cause-Related- Marketing-Aktivitäten auf die Reputation von Nonprofit- Organisationen
(2021)
Purpose:
This study aims to investigate the general effect of response strategies, which react to brand hate, on consumer-based brand equity (CBBE). The study also examines the effect of the delight of the response strategies on CBBE. It uses strategies with the following main characteristics: humorous, retaliated, co-created, explanation and apology.
Design/methodology/approach:
In a between-subject experiment with five treatment groups and a control group, the influence on the delight of the response strategies and the CBBE was measured. Data was sourced from a quantitative online survey including a total of 210 bachelor and master students.
Findings:
Findings show that the delight of a response strategy to brand hate has an impact on CBBE. It also showed that significant differences between the strategies existed regarding whether or not participants liked them. In this study no direct significant influence between the tested response strategies and the CBBE could be proven. Research limitations/implications:
Future research could examine how the impact on CBBE differs for specific antecedents or intensities of brand hate and which response strategy has the most positive impact depending on the circumstances.
Practical Implications:
The thesis includes implications for the examination of response strategies in the field of brand hate. The results provide indicators of the effectiveness of corporate responses. Significant differences in the delight of the strategies indicate that brand managers can use them to protect CBBE.
Originality/Value:
This study offers first insight into the effect of response strategies, which react on brand hate, on CBBE.
Markenführer initiieren Kunst- und Markenkooperationen (KMK) mit der Hoffnung, Verbraucher positiv in ihrer Produkt- und Markenbewertung beeinflussen zu können. Hagtvedt und Patrick fanden in 2008 empirische Evidenz für den positiven Einfluss von Kunst, den sie fortan als Art-Infusion-Effekt betitelten. Seitdem wurde der Effekt auf seine Robustheit getestet, aber noch nicht ausreichend erforscht. Doch es ist kritisch zu hinterfragen, ob jedes Unternehmen von der Anreicherung mit Kunst profitieren kann. Der Blick auf verwandte Forschungsgebiete lässt vermuten, dass auch negative Rückwir- kungseffekte entstehen können. Beispielsweise bei CSR(Corporate Social Responsibi- lity)-Maßnahmen stellen sich unerwünschte Effekte ein, wenn der Konsument das Enga- gement anzweifelt und demzufolge als „Greenwashing“ abstempelt. Der Vergleich von CSR- und KMK-Maßnahmen zeigt Parallelen, demzufolge könnte das Phänomen „Gre- enwashing“ auch im Kunstbereich auftreten und als „Artwashing“ gelten.
Mit dem Ziel diese Forschungslücke zu schließen, wird zunächst der aktuelle Forschungs- stand im Bereich KMK aufgearbeitet und im Anschluss ein theoretisches Modell aufge- stellt. Da „Artwashing“ bisher in der Forschung nicht untersucht wurde, wird zunächst eine explorative Vorstudie durchgeführt, um darauf aufbauend das experimentelle Design der Hauptstudie zu konstruieren. Beide aus der Theorie aufgestellten Hypothesen können bestätigt werden. Demnach liefert die Studie einen empirischen Beweis dafür, dass der „Artwashing“-Grad einen negativen Einfluss auf die Markeneinstellung der Konsumen- ten hat. Zudem wirkt sich die Markeneinstellung direkt und positiv auf die Kaufabsicht der Konsumenten aus. Zuletzt wurden die vier Einflussfaktoren „Fit“, „Hintergrund“, „Konditionen“ und „Ausarbeitung“ identifiziert, die die Wahrnehmung von „Art- washing“ beeinflussen. Aus den Ergebnissen können Implikationen für die Theorie und Praxis abgeleitet werden.
Waste-to-value food products represent a new, promising product category, as farmers can enrich their profits by selling their otherwise rejected products and waste of consum- able by-products is reduced. However, so far little is known about how consumers per- ceive such ‘waste-to-value’ food products, as this is still a relatively new area of research. Profound findings on consumer’s willingness to purchase are, in addition to production feasibility tests, crucial, to decide whether waste-to-value foods prove to be economically worthwhile. This master thesis focusses on the relevance of different social and product value motives for typical grocery purchase. Moreover, their relation to the purchase in- tention towards a waste-to-value product is examined. Differences within different die- tary and buyer groups regarding purchase intention towards such a product are also ex- amined. These insights are crucial for the development of appropriate marketing commu- nication. Therefore the present study aims to answer the following research question: Who are potential target groups for waste-to-value products in the German market? Through performing an explanatory survey with regular German food shoppers (N=128). It was found that 65,7% of the total sample indicate a very high probability of purchase, while 17,2% indicate purchase intention as ‘probable’ and only 8,6% state a lower possibility of purchase. Furthermore, it was found that the altruistic motives ‘regionality focus’, ‘en- vironmental concern’ and ‘social and environmental welfare’ positively influence the purchase intention of a waste-to-value product. Purchase intention towards a waste-to- value product differed significantly between light buyers of organic food and medium and intensive buyers of organic food, as well as between non-meat eaters and people with no dietary restrictions. The overall findings of this study suggest that marketers should dif- ferentiate between these consumer groups. Furthermore, marketers of waste-to-value brands should go into a public debate on food waste with an educational marketing cam- paign to sensitize consumers on this topic.