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, Daponte, Gaspar Gracia, Canziani, Cristian
• Formato: artículo
• Fecha de Publicación: 2020
• Institución: Universidad del Pacífico
• Repositorio: UP-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorio.up.edu.pe:11354/2885
• Enlace del recurso: https://hdl.handle.net/11354/2885; https://doi.org/10.21678/jb.2020.1413
• Nivel de acceso: acceso abierto
• Materia: Comportamiento del consumidor--Argentina; Empresas B--Argentina; Branding (Marketing)--Argentina; Marketing social--Argentina; Responsabilidad social de la empresa--Argentina; https://purl.org/pe-repo/ocde/ford#5.02.04

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.