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Markenartikel 10/2022 – Gutes tun und erfolgreich sein (German)
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Zürn, M., & Unfried, M. (2022). Gutes tun und erfolgreich sein – noch immer ein Widerspruch? Markenartikel 10/2022.
Year
2022
Authors
Dr. Michael K. Zürn,
Dr. Matthias Unfried
Dr. Matthias Unfried
Publication title
Doing Well by Doing Good – still a contradiction?
Publication
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Doing Well by Doing Good – still a contradiction?
Only available in German.
Abstract:
While many brands claim a "purpose beyond Profit", it remains unclear which brands consumers perceive as "purpose-driven". We are developing instruments to measure brand perceptions and investigating whether purpose-driven brand strategies can simultaneously be a benefit for the purpose and the company.
Authors
- Dr. Michael K. Zürn, Senior Researcher, NIM, michael.zuern@nim.org
- Dr. Matthias Unfried, Head of Behavioral Science, NIM, matthias.unfried@nim.org
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