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Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase
| dc.creator | Bianchi, Enrique Carlos | |
| dc.creator | Gracia Daponte, Gaspar | |
| dc.creator | Canziani, Cristian | |
| dc.date | 2020-11-19 | |
| dc.date.accessioned | 2022-11-01T19:35:00Z | |
| dc.date.available | 2022-11-01T19:35:00Z | |
| dc.identifier | http://pa.bibdigital.ucc.edu.ar/3208/1/A_Bianchi_GraciaDaponte_Canziani.pdf | |
| dc.identifier.uri | http://test.repositoriodigital.com:8080/handle/123456789/43748 | |
| dc.description | 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 | |
| dc.description | Fil: Bianchi, Enrique Carlos. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. | |
| dc.description | Fil: Gracia Daponte, Gaspar. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. | |
| dc.description | Fil: Canziani, Cristian. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. | |
| dc.format | application/pdf | |
| dc.language | spa | |
| dc.publisher | Universidad del Pacífico. Facultad de Ciencias Empresariales | |
| dc.relation | http://pa.bibdigital.ucc.edu.ar/3208/ | |
| dc.relation | https://revistas.up.edu.pe/index.php/business/article/view/1413 | |
| dc.relation | info:eu-repo/semantics/altIdentifier/doi/https://doi.org/https://doi.org/10.21678/jb.2020.1413 | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights | https://creativecommons.org/licenses/by/4.0/deed.es | |
| dc.source | Bianchi, Enrique Carlos ORCID: https://orcid.org/0000-0003-1628-2340 <https://orcid.org/0000-0003-1628-2340>, Gracia Daponte, Gaspar 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 | |
| dc.subject | HB Teoría Económica | |
| dc.subject | HF Comercio | |
| dc.title | Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase | |
| dc.type | info:eu-repo/semantics/article | |
| dc.type | info:ar-repo/semantics/artículo | |
| dc.type | info:eu-repo/semantics/acceptedVersion |
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