Socially responsible purpose-driven brands in the digital era: a brand-consumer-value perspective for social learning and well-being

Stavroula Kalogeras and Sami Mejri

Social Responsibility Journal, 2025, vol. 21, issue 8, 1630-1656

Abstract: PurposeThis paper aims to fill a gap in corporate social responsibility and social marketing through innovative, exploratory research, offering sustainable and competitive advantages for organizations, consumers and society as a whole.Design/methodology/approachInsights for this study were derived using a mixed-method approach comprising two phases of data collection. The first phase involved distributing an open-ended questionnaire through triangulation, targeting marketing professionals, higher education faculty and students. The second phase used a Likert scale questionnaire to capture quantitative data on the views and perceptions of these participant groups.FindingsThe findings are particularly relevant for purpose-driven brands that prioritize more than just profit. The survey results highlight that conscious organizations, with strong products and services, can offer valuable knowledge and enhance the experience of their digital stakeholders.Research limitations/implicationsFor critical business decisions or scientific issues that demand precision, a more rigorous research design is essential. The implications of this research suggest that it serves as a starting point for further exploration, opening avenues for future studies that can build on its findings and refine the understanding of the topic.Practical implicationsThis exploratory and innovative research addresses a critical gap in corporate social responsibility and social marketing literature, offering valuable insights that create sustainable and competitive advantages for organizations, consumers and society alike.Social implicationsThe primary contribution of this research lies in presenting an innovative approach to corporate social responsibility, conscious marketing and purpose-driven branding. It emphasizes the integration of knowledge creation and meaning-making to enhance the value shared between brands and their customers.Originality/valueThis research aims to address a significant gap in corporate social responsibility and social marketing by focusing on the concepts of purpose-driven branding, emphasizing social learning, meaning-making, well-being and knowledge creation. Unlike previous studies, this study, uniquely explores these themes at a conceptual level, considering their broader impact on the betterment of humankind.

Keywords: Social marketing; Social responsibility; Social learning; Digital platforms; Brand purpose; Knowledge products (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-08-2024-0562

DOI: 10.1108/SRJ-08-2024-0562

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