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Building brand meaning in social entrepreneurship organizations

2023-05-01Artigo científico Acesso aberto
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dc.contributor.authorLückenbach, Florian
dc.contributor.authorSchmidt, Holger J.
dc.contributor.authorHenseler, Jörg
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.pblPalgrave Macmillan
dc.date.accessioned2022-12-15T22:14:18Z
dc.date.available2022-12-15T22:14:18Z
dc.date.issued2023-05-01
dc.descriptionLückenbach, F., Schmidt, H. J., & Henseler, J. (2023). Building brand meaning in social entrepreneurship organizations: the social impact brand model. Journal of Brand Management, 30(3), 207-226. https://doi.org/10.1057/s41262-022-00299-1 --- %ABS2%---Open Access funding enabled and organized by Projekt DEAL. Jörg Henseler gratefully acknowledges financial support from FCT Fundação para a Ciência e a Tecnologia (Portugal), national funding through a research grant from the Information Management Research Center—MagIC/NOVA IMS (UIDB/04152/2020).
dc.description.abstractIn the face of numerous complex challenges at the ecological, economic, and social levels, Social Entrepreneurship Organizations (SEOs) offer an approach that is both solution-oriented and future-oriented by combining profitability and purpose. However, the achievement of social goals is closely linked to the ability to operate successfully in competitive environments, in which differentiation strategies, in particular the creation of strong and authentic brands, are vital to survival. Although the new paradigm of brand management, the so-called co-creative paradigm, has been extensively researched in recent decades both in the for-profit and non-profit contexts, there is still scarce empirical research addressing the field of SEOs. To exploit the potential that the co-creation paradigm offers for SEOs, our paper introduces a social impact brand model (SIBM), which sheds new light on the design process of social entrepreneurial brand meaning. The findings identify key drivers in creating SEO brands by focusing on a dual-brand core that consists of an impact mission orientation and an entrepreneurial orientation, internal branding activities, the founder's personal brand, and relevant brand (co-)creators. By aligning their brand management activities with the SIBM, SEOs can create brands that have authentic and stable brand meanings while managing stakeholder groups' various expectations.en
dc.description.versionpublishersversion
dc.description.versionpublished
dc.format.extent20
dc.format.extent1118680
dc.identifier.doi10.1057/s41262-022-00299-1
dc.identifier.issn1350-231X
dc.identifier.otherPURE: 48327973
dc.identifier.otherPURE UUID: 829b53f3-3f4a-4105-92dd-d9c4600579d7
dc.identifier.othercrossref: 10.1057/s41262-022-00299-1
dc.identifier.otherScopus: 85143612540
dc.identifier.otherWOS: 000896970300003
dc.identifier.urihttp://hdl.handle.net/10362/146273
dc.identifier.urlhttps://www.scopus.com/pages/publications/85143612540
dc.identifier.urlhttps://www.webofscience.com/wos/woscc/full-record/WOS:000896970300003
dc.identifier.urlhttps://link.springer.com/10.1057/s41262-022-00299-1
dc.language.isoeng
dc.peerreviewedyes
dc.relationinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04152%2F2020/PT
dc.relationInformation Management Research Center
dc.subjectSocial entrepreneurship organizations
dc.subjectBrand management
dc.subjectBrand co-creation
dc.subjectSocial branding
dc.subjectSocial entrepreneurial brand meaning
dc.subjectStrategy and Management
dc.subjectMarketing
dc.subjectSDG 8 - Decent Work and Economic Growth
dc.titleBuilding brand meaning in social entrepreneurship organizationsen
dc.title.subtitlethe social impact brand modelen
dc.typejournal article
degois.publication.firstPage207
degois.publication.issue3
degois.publication.lastPage226
degois.publication.titleJournal of Brand Management
degois.publication.volume30
dspace.entity.typePublication
oaire.awardNumberUIDB/04152/2020
oaire.awardTitleInformation Management Research Center
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04152%2F2020/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccess
relation.isProjectOfPublication3274bdb3-4dd3-4bbe-8f74-d34190081f87
relation.isProjectOfPublication.latestForDiscovery3274bdb3-4dd3-4bbe-8f74-d34190081f87

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