Unveiling the Customer-centric Power of Corporate Brand Purpose
(A2024-118976)

AUTHORS

Salome Naepfli, University of Bern; Lucia Malär, University of Bern; Harley Krohmer, University of Bern

ABSTRACT

This paper explores the external dimension of corporate brand purpose, highlighting its impact on consumers in an era where consumer choices align with values and the challenges of purpose-driven corporate brand relationships. It emphasizes the significance of a customer- centric approach, which is currently in its early stages, creating an academic gap and missed opportunity for practitioners. The research adopts a mixed-method approach, combining qualitative interviews with experts and managers with a quantitative analysis. The two studies reveal the critical role of authenticity in corporate brand purpose and a positive impact of corporate brand purpose on emotional brand attachment and brand trust. The results suggest exploring future exploration in a customer-centric view of corporate brand purpose, and thus contributing to changes in the business environment.