Brand Purpose and Brand Success

Zürn Michael, Buder Fabian and Unfried Matthias
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Zürn Michael: Nuremberg Institute for Market Decisions, Nuremberg
Buder Fabian: Nuremberg Institute for Market Decisions, Nuremberg
Unfried Matthias: Nuremberg Institute for Market Decisions, Nuremberg

NIM Marketing Intelligence Review, 2023, vol. 15, issue 1, 54-59

Abstract: Beyond striving for financial success, the purpose of a business can be the creation of customer benefits but also positive third-party effects—a purpose beyond profit. Quantifying a company’s purpose beyond profit is no easy task, but it is highly relevant. The presented perceived purpose score is an example of a validated and theoretically grounded quantification of brands’ purpose from a consumer perspective. The authors found a positive correlation between the NPS and brands’ perceived care for third parties, supporting the assumption that engagement with social or environmental causes can pay off. This research lays the foundation for a more systematic, rigorous investigation of purpose beyond profit.

Keywords: Brand Purpose; Profit; Purpose Beyond Profit; Customer Benefits; Third-Party Effects; Net Promoter Score (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:15:y:2023:i:1:p:54-59:n:8

DOI: 10.2478/nimmir-2023-0008

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