<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Beyond striving for financial success, the purpose of a business can be the creation of customer benefits but also positive third-party effects—a purpose beyond profit. Quantifying a company’s purpose beyond profit is no easy task, but it is highly relevant. The presented perceived purpose score is an example of a validated and theoretically grounded quantification of brands’ purpose from a consumer perspective. The authors found a positive correlation between the NPS and brands’ perceived care for third parties, supporting the assumption that engagement with social or environmental causes can pay off. This research lays the foundation for a more systematic, rigorous investigation of purpose beyond profit.</p>
</abstract>

Beyond striving for financial success, the purpose of a business can be the creation of customer benefits but also positive third-party effects—a purpose beyond profit. Quantifying a company’s purpose beyond profit is no easy task, but it is highly relevant. The presented perceived purpose score is an example of a validated and theoretically grounded quantification of brands’ purpose from a consumer perspective. The authors found a positive correlation between the NPS and brands’ perceived care for third parties, supporting the assumption that engagement with social or environmental causes can pay off. This research lays the foundation for a more systematic, rigorous investigation of purpose beyond profit.

Brand Purpose and Brand Success

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Brand Purpose and Brand Success"}

Beyond striving for financial success, the purpose of a business can be the creation of customer benefits but also positive third-party effects—a purpose...

Brand Purpose and Brand Success

Publié en ligne: 19 avr. 2023

Pages: 54 - 59

DOI: https://doi.org/10.2478/nimmir-2023-0008

Mots clés
Brand Purpose, Profit, Purpose Beyond Profit, Customer Benefits, Third-Party Effects, Net Promoter Score

© 2023 Michael Zürn et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Brand Purpose and Brand Success

Publié en ligne: 19 avr. 2023

Pages: 54 - 59

DOI: https://doi.org/10.2478/nimmir-2023-0008

Mots clésBrand Purpose, Profit, Purpose Beyond Profit, Customer Benefits, Third-Party Effects, Net Promoter Score

© 2023 Michael Zürn et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Mots clés
Brand Purpose, Profit, Purpose Beyond Profit, Customer Benefits, Third-Party Effects, Net Promoter Score