Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: Knowledge, acceptance and appreciation at the time of purchase

Enrique Carlos Bianchi, Gaspar Gracia Daponte, Cristian Canziani

Producción científica: Contribución a una revistaArtículo de revista revisión exhaustiva


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.
Idioma originalInglés
Páginas (desde-hasta)3-21
Número de páginas19
PublicaciónJournal of Business
EstadoPublicada - dic. 2020
Publicado de forma externa

Palabras clave

  • Comportamiento del consumidor--Argentina
  • Empresas B--Argentina
  • Branding (Marketing)--Argentina
  • Marketing social--Argentina
  • Responsabilidad social de la empresa--Argentina

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