Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: Knowledge, acceptance and appreciation at the time of purchase
Keywords:
Purpose-driven marketing, B corporations, cause-related marketing, knowledge, consumer value
Abstract
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/tthIr8MSSj4Downloads
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References
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https://doi.org/10.1108/IJEBR-07-2017-0218
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Schaeffer, M. (2019) Marketing rebellion: the most human company wins.
Sharma, G., Beveridge, A. J., & Haigh, N. (2018). A configural framework of practice change for B corporations. In Journal of Business Venturing, 33(2), 207-224. https://doi.org/10.1016/j.jbusvent.2017.12.008
Tapia Velásquez, C., & Zegers Vial, P. (2014). Análisis descriptivo de las empresas B en Chile.
Wangenheim, F. (2003). Situational characteristics as moderators of the satisfaction-loyalty link: an investigation in a business-to-business context. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 145.
Wymer, W.W. & Samu, S. (2003). Dimensions of Business and Nonprofit Collaborative Relationships, Journal ofNonprofit & Public Sector Marketing, Vol. 11, No.1, p. 3-22.
Zebryte, I., & Jorquera, H. (2017). Chilean tourism sector “B Corporations”: evidence of social entrepreneurship and innovation. International Journal of Entrepreneurial Behavior & Research.
Austin, J. E. & Seitanidi, M. M. (2012). Collaborative value creation: A review of partnering between nonprofits and businesses. Part 2: Partnership processes and outcomes. Nonprofit and Voluntary Sector Quarterly, Vol. 41, Nº 6, p. 929-968.
Biraghi, S., Gambetti, R. C., & Quigley, S. (2020). Brand Purpose as a Cultural Entity Between Business and Society. In Social Entrepreneurship and Corporate Social Responsibility (pp. 401-422). Springer, Cham.
Brown, Stephen, Robert V. Kozinets, and John F. Sherry, Jr. (2003) Sell Me the Old, Old Story: Retromarketing Management and the Art of Brand Revival. In Journal of Customer Behavior, 2 (June), 85-98.
Campos, N. G. T. (2014). Aporte de la empresa privada en la construcción de valor social y propuesta de modelo de medición de impacto.
Cea-Valencia, J., Fernández-Robin, C., Santander-Astorga, P., Soto-Araya, D., & Yáñez-Martínez, D. (2016). Comportamiento del consumidor chileno frente a productos de empresas B: Análisis de percepción de precio e intención de compra. MBR, 9(2), 10-16.
Correa, M. E. (2019) Sistema B y las empresas B en América Latina: Un movimiento social que cambia el sentido del éxito empresarial. CAF Banco de Desarrollo de América Latina, p. 212
Empresa B + Deloitte (2019) Índice de triple impacto. Mejores empresas, mejoran el país. Retrieved from: https://www2.deloitte.com/content/dam/Deloitte/ar/Documents/risk/reporte-indice-triple-impacto-septiembre-2019.pdf
Gatica, E., Koljatic, M., & Miranda, P. (2013). Hacia un marco de políticas públicas para el cuarto sector en Chile. AAVV. Propuestas para Chile, Concurso de políticas públicas/2013. Santiago de Chile: Pontificia Universidad Católica de Chile.
Groppa, O., & Sluga, M. L. (2015). Empresas y bien común Caracterización de las empresas de Economía de Comunión y empresas B en la Argentina. Cultura Económica, 33(89), 8-24.
Gundlach, H. & Neville, B. (2012) Authenticity: Further theoretical and practical development. Journal of Brand Management. Vol. 19, 484 – 499.
Gupta, V., & Anand, S. Role of Cause marketing in Behavior Change: Critical Review of India’s Most Celebrated Hygiene Campaigns.
Haigh, N., & Hoffman, A. J. (2011). Hybrid organizations: the next chapter in sustainable business. Organizational dynamics, 41(2), 126-134.
Hochman, Kevin, and Kristi Maynor (2012). Integrating your brand purpose: How Procter & Gamble's Secret deodorant increased market share and profit through its brand purpose. Journal of Brand Strategy 1.4, 327-332.
Hoffman, A. J., Badiane, K. K., & Haigh, N. (2012). Hybrid organizations as agents of positive social change: Bridging the for-profit & non-profit divide. Using a positive lens to explore social change and organizations: Building a theoretical and research foundation, 131.
Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—an empirical analysis. Psychology & Marketing, 18(1), 43-66.
Hsu, C. K. J. (2017). Selling products by selling brand purpose. Journal of Brand Strategy, 5(4), 373-394.
https://doi.org/10.1108/IJEBR-07-2017-0218
Kantar (2020) Purpose 2020 - Igniting Purpose Led Growth. Retrieved from: https://consulting.kantar.com/wp-content/uploads/2019/06/Purpose-2020-PDF-Presentation.pdf
KPMG (2018) Tomorrow’s experience, today. Global customer experience. Retrieved from: https://assets.kpmg/content/dam/kpmg/be/pdf/2018/06/tomorrows-experience-today-harnessing-a-customer-first-approach.pdf
Masson, T. (February 22, 2012). Learning from the B(enefit) Corp Assessment-Social Finance. Retrieved from http://socialfinance.ca/blog/post/learning- from-the-benefit-corp-assessment
Miltenburg, A. (2017) Brand the change: The branding guide for social entrepreneurs, disruptors, not-for-profits and corporate troublemakers.
National Institute of Statistics and Censuses (2010), “Censo, 2010”, Buenos aires, available at: https://www.indec.gob.ar/indec/web/Nivel4-CensoNacional-3-6-Censo-2010 (accessed 21 May 2020).
Pérez, S., Álvarez González, L., y Rey García, M. (2014). La innovación social como resultado de los acuerdos de cooperación empresa-organización no lucrativa, Aemark.
Santesmases Mestre, Miguel (1999): “Marketing. Conceptos y Estrategias”, 4th edition. Editorial Pirámide. Madrid.
Schaeffer, M. (2019) Marketing rebellion: the most human company wins.
Sharma, G., Beveridge, A. J., & Haigh, N. (2018). A configural framework of practice change for B corporations. In Journal of Business Venturing, 33(2), 207-224. https://doi.org/10.1016/j.jbusvent.2017.12.008
Tapia Velásquez, C., & Zegers Vial, P. (2014). Análisis descriptivo de las empresas B en Chile.
Wangenheim, F. (2003). Situational characteristics as moderators of the satisfaction-loyalty link: an investigation in a business-to-business context. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 145.
Wymer, W.W. & Samu, S. (2003). Dimensions of Business and Nonprofit Collaborative Relationships, Journal ofNonprofit & Public Sector Marketing, Vol. 11, No.1, p. 3-22.
Zebryte, I., & Jorquera, H. (2017). Chilean tourism sector “B Corporations”: evidence of social entrepreneurship and innovation. International Journal of Entrepreneurial Behavior & Research.
Published
2020-11-19
How to Cite
Bianchi, E. C., Daponte, G., & Canziani, C. (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, Universidad Del Pacífico (Lima, Peru), 12(1), 3-21. https://doi.org/https://doi.org/10.21678/jb.2020.1413
Section
Articles
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