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June 13, 2024Journal of Product & Brand Management

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

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Authors

TFTeresa FernandesUniversity of ÉvoraFÁFrancisco GuzmánUniversity of North TexasMMMafalda Mota

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Fernandes et al. (2024) studied this question.

synapsesocial.com/papers/68e64d6bb6db6435875de158https://doi.org/10.1108/jpbm-08-2023-4667
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