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

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...

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Detalles Bibliográficos
Autores principales: Bianchi, Enrique Carlos, Gracia Daponte, Gaspar, Canziani, Cristian
Formato: Artículo acceptedVersion
Lenguaje:Español
Publicado: Universidad del Pacífico. Facultad de Ciencias Empresariales 2020
Materias:
HB Teoría Económica
HF Comercio
Acceso en línea:http://pa.bibdigital.ucc.edu.ar/3208/1/A_Bianchi_GraciaDaponte_Canziani.pdf
Aporte de:
Producción Académica Universidad Católica de Córdoba (UCCor) de Universidad Católica de Córdoba
id I38-R144-3208
record_format dspace
spelling I38-R144-32082023-06-22T16:56:24Z http://pa.bibdigital.ucc.edu.ar/3208/ 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 Gracia Daponte, Gaspar Canziani, Cristian HB Teoría Económica HF Comercio 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 Universidad del Pacífico. Facultad de Ciencias Empresariales 2020-11-19 application/pdf spa http://pa.bibdigital.ucc.edu.ar/3208/1/A_Bianchi_GraciaDaponte_Canziani.pdf Bianchi, Enrique Carlos ORCID: https://orcid.org/0000-0003-1628-2340 <https://orcid.org/0000-0003-1628-2340>, Gracia Daponte, Gaspar ORCID: https://orcid.org/0000-0002-8212-1425 <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 https://revistas.up.edu.pe/index.php/business/article/view/1413 info:eu-repo/semantics/altIdentifier/doi/https://doi.org/https://doi.org/10.21678/jb.2020.1413 info:eu-repo/semantics/article info:ar-repo/semantics/artículo info:eu-repo/semantics/acceptedVersion Fil: Bianchi, Enrique Carlos. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. Fil: Gracia Daponte, Gaspar. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. Fil: Canziani, Cristian. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. info:eu-repo/semantics/openAccess https://creativecommons.org/licenses/by/4.0/deed.es
institution Universidad Católica de Córdoba
institution_str I-38
repository_str R-144
collection Producción Académica Universidad Católica de Córdoba (UCCor)
language Español
orig_language_str_mv spa
topic HB Teoría Económica
HF Comercio
spellingShingle HB Teoría Económica
HF Comercio
Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Canziani, Cristian
Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase
topic_facet HB Teoría Económica
HF Comercio
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
format Artículo
Artículo
acceptedVersion
author Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Canziani, Cristian
author_facet Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Canziani, Cristian
author_sort Bianchi, Enrique Carlos
title Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase
title_short Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase
title_full Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase
title_fullStr Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase
title_full_unstemmed Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase
title_sort consumer perceptions of b corporations, purpose-driven brands and cause-related marketing campaigns: knowledge, acceptance and appreciation at the time of purchase
publisher Universidad del Pacífico. Facultad de Ciencias Empresariales
publishDate 2020
url http://pa.bibdigital.ucc.edu.ar/3208/1/A_Bianchi_GraciaDaponte_Canziani.pdf
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AT graciadapontegaspar consumerperceptionsofbcorporationspurposedrivenbrandsandcauserelatedmarketingcampaignsknowledgeacceptanceandappreciationatthetimeofpurchase
AT canzianicristian consumerperceptionsofbcorporationspurposedrivenbrandsandcauserelatedmarketingcampaignsknowledgeacceptanceandappreciationatthetimeofpurchase
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