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September 28, 2026Journal of Product & Brand Management

When does brand purpose stop creating brand equity? The moralizations trap of strategic self-sabotage

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LLLisgrey Barrera LegoburoLVLeslier Valenzuela-Fernández

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Legoburo et al. (2026) studied this question.

synapsesocial.com/papers/6ab9b5f27822ec8fc3d913fbhttps://doi.org/10.1108/jpbm-11-2025-6537
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The double-edged power of brand purpose: how strong purpose helps and hurts brands facing criticism2026
  2. 2Uplifting Brand Equity to Unprecedented levels by Introducing Purpose as the New 8th 'P' in the Marketing Mix2024
  3. 3Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes2024 · 45 citations
  4. 4The Spectral Anatomy of Purpose: A Longitudinal Analysis of Dove Real Beauty Through Multi-Dimensional Brand Perception Theory2026
  5. 5The Spectral Anatomy of Purpose: A Longitudinal Analysis of Dove Real Beauty Through Multi-Dimensional Brand Perception Theory2026