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Brand Purpose and ‘Woke’ Branding Campaigns

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Organizational Strategy and Culture

Abstract

Abstract By the end of this chapter, you should be able to demonstrate an understanding of: The concept of brand purpose and ‘woke’ brand campaigns. The theoretical underpinning of brand purpose. Generation Z response to brand purpose and woke branding campaigns.

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References

2001The myth of the ethical consumer – do ethics matter in purchase behaviour?2010Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers 2000Do consumers really care about corporate responsibility? Highlighting the attitude—behaviour gap 2013How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation 2017Enhancing supply chain performance through supplier social sustainability: An emerging economy perspective 2019Woke-washing: “intersectional” femvertising and branding “woke” bravery 2009The conscious consumer: taking a flexible approach to ethical behaviour 2006Purchase decision‐making in fair trade and the ethical purchase ‘gap’: ‘is there a fair trade twix?’

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2022Exploring ethical consumption of generation Z: theory of planned behaviour 2022Change of Mind: Marketing Social Justice to the Fashion Consumer 2021Internal Branding - In search of a new paradigm: Guest editorial

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