Joint value creation

Abstract

This work project intends to pilot joint value creation models for Ben & Jerry’s (B&J’s) Portugal. These models imply that a company's positive impact in the community generates business, creating incentives for it to continuously invest in socially responsible initiatives as part of its core business. Therefore, the aim is to raise awareness to B&J´s mission through a "Corporate Societal Marketing" strategy, where consumers are engaged to act upon social and environmental issues. As such, two pilot experiments and a comprehensive survey were pursued. Results showed that while Portuguese consumers were not aware of B&J´s values, awareness of the brand’s CSR positively affects perception on quality, loyalty, reputation, and could ultimately lead to an increase in brand consumption