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Navigating Brand Purpose in the Post-Pandemic Era: Insights from Marketing Agencies on Supporting SDGs through Strategic Delineation and Execution
Feri, Alessandro
Ind, Nicholas Jonathan Tjandra, Nathalia Christiani
Ind, Nicholas Jonathan
Tjandra, Nathalia Christiani
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Abstract
Purpose
This study aims to investigate the role of marketing agencies in aligning brand purpose with the Sustainable Development Goals (SDGs) in the post-pandemic era. This study explores whether and how marketing agencies delineate and execute brand purpose in a way that supports sustainable consumption and marketing models.
Design/methodology/approach
Data were gathered from semi-structured interviews with 35 senior managers at UK-based marketing agencies. The interviews were recorded, transcribed and analysed using NVivo software for inductive coding.
Findings
The study reveals that brand purpose in the post-pandemic era is increasingly aligned with the SDGs. Marketing agencies play a pivotal role in this alignment, as they not only help to delineate and execute the brand purpose but also do so in a way that amplifies perceived authenticity in the eyes of the brand stakeholders.
Originality/value
This research underscores the significance of marketing agencies in delineating and executing brand purpose that aligns with the SDGs. It enriches the literature by illustrating how agency expertise contributes to the evolution of brand purpose, guiding businesses towards responsible marketing practices and consumption patterns that support a sustainable future.
Description
Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald
Research Projects
Organizational Units
Journal Issue
Keywords
Qualitative research, Sustainable development goals, Brand authenticity, Brand purpose, Marketing agencies, Post-pandemic era
Citation
Feri, Alessandro, Nicholas Jonathan Ind, and Nathalia Christiani Tjandra. “Navigating Brand Purpose in the Post-Pandemic Era: Insights from Marketing Agencies on Supporting SDGs through Strategic Delineation and Execution.” Qualitative Market Research: An International Journal ahead-of-print, no. ahead-of-print (January 1, 2024).