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

• Autores: Bianchi, Enrique Carlos; Gracia Daponte, Gaspar; Canziani, Cristian
• Año de publicación: 2020
• Idioma: español castellano
• Tipo de recurso: artículo
• Fuente: Bianchi, Enrique Carlos ORCID: https://orcid.org/0000-0003-1628-2340 , Gracia Daponte, Gaspar ORCID: 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;
• Materia: HB Teoría Económica; HF Comercio
• Institución: Universidad Católica de Córdoba

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
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.