Despite the significant and increasing influence of social media on employees' work lives,
there is limited focus on employees' social media competencies from an employer branding …

Despite the concept of purpose gaining attention in the business world, academic research
on purpose-driven branding is scarce and the cognitive–affective–conative categories used …

Racism and anti-racism have received widespread attention in academic debates and
public discourse. Having universal features, racism manifests differently nationally and …

Purpose Both Hungary and Germany belong to the old-world wine-producing countries and
have long winemaking traditions. This paper aims at exploring and comparing online …

This study uses an innovative measure, the Semantic Brand Score, to assess the interest of
stakeholders in different company core values. Among others, we focus on corporate social …

Purpose The purpose of this paper is to clarify how brand meaning evolves as an emergent
property through the cocreation processes of stakeholders on multiple levels of a brand's …

Human values—life goals—guide our attitudes and actions. Brands such as Patagonia,
TOMS, Warby Parker, Chobani, and Nike successfully position their marketing around …

Rising expectations in society for moral brand behavior have increased the relevance of
brand purpose communication on social media. Nevertheless, there is a lack of fundamental …

Purpose Shall luxury firms promote their sustainable development goals (SDGs)? What are
the risks and the competitive advantages? Some answers from sustainability-oriented luxury …

Despite the rise of stakeholder-focused brand studies and multiple research calls for more
socially oriented branding, academic research on the relations between brands and their …