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Article
Publication date: 3 September 2024

Cassandra France, Claudia Fernanda Gonzalez-Arcos, Anne-Maree O’Rourke, Amanda Spry and Bronwyn Bruce

While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand…

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Abstract

Purpose

While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars.

Design/methodology/approach

The paper presents the results of a systematic literature review on brand purpose, exploring the current knowledge. A total of 202 studies from 75 journals were drawn from a wide range of databases and met the identified criteria relevant to brand purpose, published up to and including 2023. Full papers were empirically analysed using qualitative iterative thematic analysis to identify common and emerging themes and synthesise this into a framework.

Findings

Beyond identifying the diverse applications of brand purpose, the BEING framework is proposed. This acronym captures five principles of brand purpose: beyond profit, enduring commitment, integrated values, nurturing stakeholders and genuine action.

Practical implications

The BEING framework provides clear managerial guidance for implementing brand purpose, urging brand leaders to enact meaningful brand purpose and champion purpose within organisations.

Social implications

As more brands pursue a higher purpose, this research elucidates the meaning of brand purpose and offers an actionable framework for brands to contribute to a better world.

Originality/value

This work examines the related branding concepts, clarifying the brand purpose concept and offering the BEING framework to articulate essential components of effective brand purpose.

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Article
Publication date: 13 July 2022

Anne-Maree O’Rourke, Alex Belli and Frank Mathmann

Academic research has supported the belief that consumers undertip minority race service workers due to implicit racial biases. However, there has been less focus in examining…

457

Abstract

Purpose

Academic research has supported the belief that consumers undertip minority race service workers due to implicit racial biases. However, there has been less focus in examining possible moderating factors. This paper aims to fill this gap by analyzing the role of direct and indirect experience in tipping frontline service workers from a minority background. Given the prominence of customer ratings on digital service platforms and the perception that African Americans are discriminated against, the authors look at the interplay of interaction length (direct experience) and customer ratings (indirect experience) on the relationship between race and tipping.

Design/methodology/approach

An expectancy disconfirmation framework was developed and tested with a sample of 360 US participants in an online experiment. The experiment followed a 2 × (race: African-American versus Caucasian) × 2 (direct experience: limited versus extensive) × 3 (indirect experience: absent versus positive versus negative customer rating) design.

Findings

The authors found consumers who have extended direct experience (longer service interaction) and no indirect experience (absent customer ratings) tipped African Americans more than Caucasians. Interestingly, this effect is reduced in the presence of indirect experience (customer ratings). Finally, where the consumer lacks direct experience (shorter service interaction) but is exposed to positive indirect experience (positive customer ratings), consumers tip African Americans more.

Originality/value

To the best of the authors’ knowledge, this is the first paper that examines the role of direct and indirect experience in the relationship between race and tipping. Based on the authors’ findings, the authors provide several contributions, including recommendations to reduce inequalities arising from implicit racial bias on digital service platforms.

Details

Journal of Consumer Marketing, vol. 40 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 20 July 2023

Haseeb Shabbir, Michael R. Hyman and Alena Kostyk

This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory…

179

Abstract

Purpose

This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory historical overview briefly discusses coloniality, capitalism, eugenics, modernism, transhumanism, neo-liberalism, and liquid racism. Then, the special issue articles on colonial-based commodity racism, racial beauty imagery, implicit racial bias, linguistic racism and racial imagery in ads are introduced.

Design/methodology/approach

The historical introduction is grounded in a review of relevant literature.

Findings

Anti-racism efforts must tackle the intersection between neo-liberalism and racial injustice, the “raceless state” myth should be re-addressed, and cultural pedagogy’s role in normalizing racism should be investigated.

Practical implications

To stop perpetuating raced markets, educators should mainstream anti-racism and marketing. Commodity racism provides a historical and contemporary window into university-taught marketing skills.

Social implications

Anti-racism efforts must recognize neo-liberalism’s pervasive role in normalizing raced markets and reject conventional wisdom about a raceless cultural pedagogy, especially with the emergence of platform economies.

Originality/value

Little previous research has tackled the history of commodity racism, white privilege, white ideology, and instituting teaching practices sensitive to minority group experiences.

Details

Journal of Consumer Marketing, vol. 40 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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