The real purpose of purpose-driven branding: consumer empowerment and social transformations

Despite the concept of purpose gaining attention in the business world, academic research on purpose-driven branding is scarce and the cognitive–affective–conative categories used in previous studies are not sufficient to explain how it works. This paper outlines a framework that explains how purpose branding is performed in practice. Such a framework is lacking from the extant scholarship, the key reasons for which can be found in the research...