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Communicating Brands´ Purpose-Driven Orientation: Does it Make a Difference on Cause-Related Advertisements?: A Study on Well-Established Fast-Fashion Brands.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Communicating Brands´ Purpose-Driven Orientation: Does it Make a Difference on Cause-Related Advertisements?: A Study on Well-Established Fast-Fashion Brands./
作者:	Veloso, Joana Pessegueiro.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	59 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-09, Section: B.
Contained By:	Dissertations Abstracts International83-09B.
標題:	Perceptions. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28992224
ISBN:	9798209808435

Communicating Brands´ Purpose-Driven Orientation: Does it Make a Difference on Cause-Related Advertisements?: A Study on Well-Established Fast-Fashion Brands.
Veloso, Joana Pessegueiro.

Communicating Brands´ Purpose-Driven Orientation: Does it Make a Difference on Cause-Related Advertisements?: A Study on Well-Established Fast-Fashion Brands. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 59 p.

Source: Dissertations Abstracts International, Volume: 83-09, Section: B.

Thesis (M.Sc.)--Universidade Catolica Portugesa (Portugal), 2021.

This item must not be sold to any third party vendors.

Motivated by the necessity of change in a world with alarming environmental and social issues, consumers' purchase behaviour and brands' business models have been showing an incredible transformation. This reality transcends to the fast-fashion industry, where brands progressively begin to communicate their CSR practices (cause-related marketing) and their purpose (purpose-driven orientation).In line, the present dissertation intends to examine how well-established fast-fashion brands can communicate more efficiently a cause-related advertisement by integrating purpose-driven statements. Based on an extensive analysis of the existing literature regarding the concepts in cause, an experimental study design was performed to examine the effect of adding a purpose-driven statement to a cause-related advertisement on consumers' purchase behaviours and brand equity perceptions, as well as to which type of responsible practice are consumers more sensitive.Results alert to the importance of introducing a purpose-driven orientation effectively. The success of a purpose-driven statement communication requires the integration of important elements and a clear internal congruency. If consumers cannot relate the statement with the brand's practice conduct it will lead to a perverse result and consumers' purchase intention will decrease. Moreover, this thesis reinforces the relevance of cause-fit in a cause-related advertisement.

ISBN: 9798209808435Subjects--Topical Terms:

3435328
Perceptions.

Communicating Brands´ Purpose-Driven Orientation: Does it Make a Difference on Cause-Related Advertisements?: A Study on Well-Established Fast-Fashion Brands.
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520 $a Motivated by the necessity of change in a world with alarming environmental and social issues, consumers' purchase behaviour and brands' business models have been showing an incredible transformation. This reality transcends to the fast-fashion industry, where brands progressively begin to communicate their CSR practices (cause-related marketing) and their purpose (purpose-driven orientation).In line, the present dissertation intends to examine how well-established fast-fashion brands can communicate more efficiently a cause-related advertisement by integrating purpose-driven statements. Based on an extensive analysis of the existing literature regarding the concepts in cause, an experimental study design was performed to examine the effect of adding a purpose-driven statement to a cause-related advertisement on consumers' purchase behaviours and brand equity perceptions, as well as to which type of responsible practice are consumers more sensitive.Results alert to the importance of introducing a purpose-driven orientation effectively. The success of a purpose-driven statement communication requires the integration of important elements and a clear internal congruency. If consumers cannot relate the statement with the brand's practice conduct it will lead to a perverse result and consumers' purchase intention will decrease. Moreover, this thesis reinforces the relevance of cause-fit in a cause-related advertisement.
520 $a Motivados pela necessidade de mudanca, num mundo que atualmente apresenta alarmantes problemas ambientais e sociais, o comportamento dos consumidores e os modelos de negocio das marcas tem vindo a apresentar uma incrivel transformacao. Esta realidade transcende para a industria de fast-fashion. As marcas comecam a comunicar as suas praticas de responsabilidade social - marketing relacionado com causas (MRC) e os seus propositos - purpose-driven orientation.Esta dissertacao pretende estudar como e que marcas bem estabelecidas da industria de fast-fashion podem comunicar eficientemente uma publicidade relacionada com causas, integrando nas mesmas afirmacoes relativas ao seu proposito. Com base numa analise extensa da literatura existente sobre os conceitos em causa um estudo experimental foi realizado de forma a tecer conclusoes em relacao ao efeito que adicionar uma afirmacao relativa ao proposito da marca, numa publicidade que comunique uma pratica de responsabilidade social ou ambiental, tem no comportamento de compra do consumidor e na sua percecao de valor da marca, e a que tipo de pratica sao os consumidores mais sensiveis.Os resultados mostram que e importante introduzir o conceito de purpose-driven orientation eficazmente. O sucesso da comunicacao do proposito da marca requer a integracao de elementos fundamentais e congruencia interna. Se os consumidores nao conseguirem relacionar a afirmacao com a conduta praticada pela marca ira originar um resultado perverso e a intencao de compra dos consumidores ira diminuir. Adicionalmente, esta tese reforca a importancia da existencia de cause-fit aquando a pratica de MRC.
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