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- Title
The Customer's Perception of Purpose Marketing: Results of an Empirical Study of a Company-Supported Campaign for the Covid-19 Vaccination in Germany.
- Authors
Rüger, Theres; Lehmann, Thomas; Siems, Florian U.
- Abstract
Companies are increasingly taking a stand on socio-political issues, which is usually referred to as Purpose Marketing. A prominent example is the #ZusammenGegenCorona campaign, which promotes vaccination against Covid-19. However, little research has been done on how customers perceive purpose marketing. This qualitative study explores perceptions of this campaign. The results show that some respondents believe that companies have a responsibility to take a stand and be accountable. However, inconsistent actions can lead to mistrust. This research highlights the need for companies to demonstrate consistency and transparency in their actions in order to build trust with customers. Future research should further explore the effectiveness of purpose marketing and its impact on consumers.
- Subjects
GERMANY; COVID-19 vaccines; MARKETING; CONSUMERS; MARKETING effectiveness; EMPIRICAL research; SUPPORTED employment
- Publication
Transfer: Zeitschrift für Kommunikation & Markenmanagement, 2024, Vol 70, Issue 1, p32
- ISSN
1436-798X
- Publication type
Article