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 …

Purpose As brands progressively become instruments for consumers to advocate for social
change, many feel pressure to engage in social purpose branding (SPB) through …

Purpose With the growing importance of conscientious branding, companies are
increasingly adopting messages of female empowerment in their social media …

To succeed in the 'war for talent', it is becoming increasingly important for companies to build
a strong employer brand, with social media playing a key role in targeting potential …

Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising
presents a strategic challenge. Previous research has predominantly concentrated on …

Nowadays, companies are required to produce annual reports on Corporate Social
Responsibility (CSR) and consider the promotion of diversity as one of their fundamental …

Purpose: This paper aims to investigate how Monki's decision to reduce its size range, a
strategic choice that contradicts its inclusive brand identity, affects its brand image and how …

Purpose: The aim of this paper was to explore how social media platforms have transformed
the landscape of public relations, examining best practices, challenges, and case studies …

Brands are like people. To find meaning they need a clear purpose; an'ikigai'that provides
direction and fulfilment. This requires brands to look inwards to their history, competences …

Purpose: The purpose is to examine how IKEA works with customer brand co-creation and
how it can be further leveraged in the digital era. Methodology: This paper adopts a …