Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase

Bianchi, Enrique Carlos ORCID: https://orcid.org/0000-0003-1628-2340, Gracia Daponte, Gaspar ORCID: https://orcid.org/0000-0002-8212-1425 and Canziani, Cristian (2020) Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase. Journal of Business, 12 (1). pp. 3-21. ISSN 2078-9424

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Resumen

For the Argentine case, studies that identify increasing implementation of three major CSR triple-impact strategies—B corporations, purpose-driven brands and marketing, and cause-related marketing—focus predominantly on supply. The present study seeks to identify consumer perceptions of these three triple-impact strategies in terms of recognition, knowledge, appreciation, and prioritization at the time of the purchase in the Argentine market. A quantitative investigation was carried out, based on a nationwide panel of 400 citizens. The results show that a majority of participants do not recognize the concepts of purpose-driven brands or the concept of B corporations. Many express difficulties in identifying such initiatives due to disinterest, ignorance, and/or lack of availability/exposure. In addition, there were non-significant differences in terms of generations, socioeconomic level, and sex. On the other hand, almost half of the panel has some familiarity with cause-related marketing campaigns, given the association with NGOs to which participating companies may donate or fund-raise. The results, particularly the limited overall recognition of these concepts, has management implications in a context of recession and spending restrictions. Video-abstract: https://youtu.be/tthIr8MSSj4

Tipo de documento:	Artículo
DOI:	https://doi.org/https://doi.org/10.21678/jb.2020.1413
Palabras clave:	Marketing. Empresas B. Marketing social. Consumidores. Comportamiento del consumidor.
Temas:	H Ciencias Sociales > HB Teoría Económica H Ciencias Sociales > HF Comercio
Unidad académica:	Universidad Católica de Córdoba > Facultad de Ciencias Económicas y de la Administración
Google Académico:	Ver citaciones
URI:	http://pa.bibdigital.ucc.edu.ar/id/eprint/3208

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