Abstract
Consumers today bring in a range of societal, ethical, and economic expectations, some of which may be aligned with and some of which may conflict with the actions of the firm. In this regard, Brand Purpose today represents a cultural entity whose inherent meanings morph across different consumer groups. As such, Brand Purpose no longer resides under the sole strategic control of the firm but rather is socially co-constructed by corporate executives and consumer groups in their daily encounters, interactions, and conversation routines. Building on Brand Purpose as the recently appointed marketing word of the year 2018, this chapter delves into how current massive technologically mediated consumer activism is shaping how brands identify and execute their Brand Purpose at societal and ethical levels to be attuned to increasingly cogent societal expectations of consumers. In so doing, this chapter will illustrate some recent compelling case studies of brands that have leveraged on their Brand Purpose to enhance their societal relevance.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
- 2.
- 3.
- 4.
- 5.
- 6.
- 7.
- 8.
- 9.
- 10.
- 11.
- 12.
- 13.
- 14.
- 15.
- 16.
- 17.
- 18.
- 19.
- 20.
- 21.
- 22.
- 23.
- 24.
- 25.
- 26.
- 27.
- 28.
- 29.
- 30.
- 31.
- 32.
- 33.
References
Arvidsson, A., & Caliandro, A. (2016). Brand public. Journal of Consumer Research, 42(5), 727–748.
Aßländer, M. S., & Curbach, J. (2014). The corporation as citoyen? Towards a new understanding of corporate citizenship. Journal of Business Ethics, 120(4), 541–554.
Bauman, Z. (2000). Liquid modernity. Cambridge, UK: Polity.
Bennett, L. W., & Segerberg, A. (2013). The logic of connective action digital media and the personalization of contentious politics. Cambridge, UK: Cambridge University Press.
Bhattacharya, C. B., Korschun, D., & Sen, S. (2009). Strengthening stakeholder–company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics, 85(2), 257–272.
Biraghi, S., & Gambetti, R. C. (2017). Is brand value co-creation actionable? A facilitation perspective. Management Decision, 55(7), 1476–1488.
Biraghi, S., Gambetti, R. C., & Schultz, D. E. (2017). Advancing a citizenship approach to corporate branding: A societal view. International Studies of Management & Organization, 47(2), 206–215.
Carah, N. (2014). Watching nightlife: Affective labor, social media, and surveillance. Television & New Media, 15(3), 250–265.
Gillespie, T. (2010). The politics of ‘platforms’. New Media & Society, 12(3), 347–364.
Halupka, M. (2014). Clicktivism: A systematic heuristic. Policy & Internet, 6(2), 115–132.
Juris, J. S. (2012). Reflections on #Occupy everywhere: Social media, public space, and emerging logics of aggregation. American Ethnologist, 39, 259–279.
Kozinets, R., Patterson, A., & Ashman, R. (2017). Networks of desire: How technology increases our passion to consume. Journal of Consumer Research, 43(5), 659–682.
Kozinets, R. V. (2019). YouTube utopianism: Social media profanation and the clicktivism of capitalist critique. Journal of Business Research, 98, 65–81.
Latour, B. (2005). Reassembling the social: An introduction to Actor-Network-Theory. Oxford, UK: Oxford University Press.
Milan, S. (2015). When algorithms shape collective action: Social media and the dynamics of cloud protesting. Social Media + Society, 1(2), 1–10.
Rainie, L., & Wellman, B. (2014). Networked: The new social operating system. Cambridge, MA: MIT Press.
Shulman, S. W. (2009). The case against mass e-mails: Perverse incentives and low quality public participation in US federal rulemaking. Policy & Internet, 1(1), 23–53.
Suarez-Villa, L. (2009). Technocapitalism: A critical perspective on technological innovation and corporatism. Philadelphia, PA: Temple University Press.
Van Dijck, J. (2013). The culture of connectivity: A critical history of social media. Oxford, UK: Oxford University Press.
Wellman, B. (2001). Physical place and cyberplace: The rise of personalized networking. International Journal of Urban and Regional Research, 25(2), 227–252.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Biraghi, S., Gambetti, R.C., Quigley, S. (2020). Brand Purpose as a Cultural Entity Between Business and Society. In: Marques, J., Dhiman, S. (eds) Social Entrepreneurship and Corporate Social Responsibility. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-39676-3_26
Download citation
DOI: https://doi.org/10.1007/978-3-030-39676-3_26
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-39675-6
Online ISBN: 978-3-030-39676-3
eBook Packages: Religion and PhilosophyPhilosophy and Religion (R0)