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This study aims to better understand what the key drivers of a successful conscientious purpose-driven branding strategy are and what is its impact on key brand outcomes.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Data was gathered using a self-administered survey, answered by 670 young adults belonging to generations Y and Z. The study integrates in a single moderated-mediation model, tested using partial least squares structural equation modelling, the joint effects of cause\u2013brand\u2013consumer congruences, cause-brand authenticity and brand image, on consumers\u2019 intention to purchase and recommend the brand.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Consumer-brand congruence mediates the path from cause-brand congruence and authenticity to brand image, which in turn impacts purchase and recommendation intentions, with authenticity playing a dominant role. Moreover, for consumers highly congruent with the cause\/purpose, the direct effect of cause-brand congruence on brand image becomes non-significant and only works through consumer-brand congruence.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Theoretically, this study contributes to a better understanding of how and when conscientious purpose-driven branding can be effective. Its findings further advance prior research, by providing an alternative path anchored on cause-brand authenticity to explain positive effects of conscientious purpose-driven marketing on brand outcomes. Moreover, it challenges prior assumptions regarding the impact of consumer-cause congruence on the effectiveness of these strategies. Finally, it highlights that cause-consumer and brand-consumer congruencies also play a role, offering an integrated, triadic view of conscientious purpose-driven branding strategies. Managerially, it provides insights to brand managers wishing to successfully implement these strategies and better understand the role of brands as \u201cpurpose-driven entities\u201d.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jpbm-08-2023-4667","type":"journal-article","created":{"date-parts":[[2024,6,13]],"date-time":"2024-06-13T08:35:16Z","timestamp":1718267716000},"page":"761-782","source":"Crossref","is-referenced-by-count":36,"title":["Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes"],"prefix":"10.1108","volume":"33","author":[{"given":"Teresa","family":"Fernandes","sequence":"first","affiliation":[]},{"given":"Francisco","family":"Guzman","sequence":"additional","affiliation":[]},{"given":"Mafalda","family":"Mota","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2024,6,17]]},"reference":[{"key":"key2024080718021293200_ref001","article-title":"The future of purpose-driven branding","volume-title":"Signature Programs That Impact & Inspire Both Business and Society","year":"2023"},{"key":"key2024080718021293200_ref002","doi-asserted-by":"publisher","first-page":"114362","DOI":"10.1016\/j.jbusres.2023.114362","article-title":"Brand activism and the consequence of woke-washing","volume":"170","year":"2022","journal-title":"Journal of Business Research"},{"key":"key2024080718021293200_ref003","doi-asserted-by":"publisher","first-page":"609","DOI":"10.1016\/j.jbusres.2022.07.031","article-title":"Effective messaging strategies to increase brand love for sociopolitical activist brands","volume":"151","year":"2024","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2024080718021293200_ref004","doi-asserted-by":"publisher","first-page":"14","DOI":"10.1057\/s41262-016-0023-3","article-title":"Refining the conceptualization of brand authenticity","volume":"24","year":"2017","journal-title":"Journal of Brand Management"},{"key":"key2024080718021293200_ref005","doi-asserted-by":"publisher","first-page":"96","DOI":"10.1016\/j.jbusres.2017.08.002","article-title":"Consumer, brand, celebrity: which congruency produces effective celebrity endorsements?","volume":"81","year":"2017","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2024080718021293200_ref006","doi-asserted-by":"publisher","first-page":"1242","DOI":"10.1016\/j.jbusres.2015.09.007","article-title":"Corporate social responsibility authenticity: investigating its antecedents and outcomes","volume":"69","year":"2016","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2024080718021293200_ref007","doi-asserted-by":"publisher","first-page":"31","DOI":"10.1080\/13527266.2019.1630663","article-title":"Antecedents and consequences of consumer skepticism toward cause-related marketing: gender as moderator and attitude as mediator","volume":"27","year":"2021","journal-title":"Journal of Marketing Communications"},{"issue":"3","key":"key2024080718021293200_ref008","doi-asserted-by":"publisher","first-page":"339","DOI":"10.1108\/SJME-09-2018-0043","article-title":"Engaging customers through user - and company-generated content on CSR","volume":"23","year":"2019","journal-title":"Spanish Journal of Marketing - ESIC"},{"issue":"4","key":"key2024080718021293200_ref009","doi-asserted-by":"publisher","first-page":"437","DOI":"10.1016\/j.jretai.2007.03.006","article-title":"Consumer response to retailer use of cause-related marketing: is more fit better?","volume":"83","year":"2007","journal-title":"Journal of Retailing"},{"key":"key2024080718021293200_ref010","doi-asserted-by":"publisher","first-page":"186","DOI":"10.1016\/j.jbusres.2021.03.067","article-title":"Understanding influencer marketing: the role of congruence between influencers, products and consumers","volume":"132","year":"2021","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2024080718021293200_ref011","doi-asserted-by":"publisher","first-page":"5","DOI":"10.1080\/02650487.2018.1452397","article-title":"Cause-related marketing persuasion research: an integrated framework and directions for further research","volume":"38","year":"2019","journal-title":"International Journal of Advertising"},{"issue":"2","key":"key2024080718021293200_ref012","doi-asserted-by":"publisher","first-page":"76","DOI":"10.2307\/30040524","article-title":"Consumer\u2013company identification: a framework for understanding consumers' relationships with brands","volume":"67","year":"2003","journal-title":"Journal of Marketing"},{"issue":"2","key":"key2024080718021293200_ref013","doi-asserted-by":"publisher","first-page":"127","DOI":"10.1007\/s12208-010-0053-6","article-title":"Consumer behavioural intentions in cause-related marketing. 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