Abstract

The brand purpose is a relevant new concept considered and applied by companies. However, the existing research is primarily isolated case studies, highlighting evidence of its application as a generator of value and brand identity. No studies still identify the value of a brand purpose, and there is no theory or concept around this point. In this sense, this research aims to map the theory related to the value of a brand purpose from data analyzed systematically that could reveal the related phenomenon and its relations. An exploratory study of an inductive nature was carried out using Grounded Theory with specialists (practitioners) in marketing. The Atlas. Ti 23 software was selected to carry out the analyses in this study. After completing the open, axial, and selective coding phases, the core phenomenon was identified and entitled brand purpose equity (BPE). Four subcategories of BPE were classified: activists, inspirational, differentiators, and identity creators, suggesting that BPE is a multidimensional construct. This is the first study that offers an exploratory conceptual framework to conceptualize and create a theoretical basis for the value of brand purpose. In this sense, this research paves the way for building the brand purpose value theory and a measurement prototype scale, in addition to allowing the identification of antecedents and consequences of the brand purpose and its impacts on brand equity, representing advances and fundamentals for the development of models and empirical evidence of improvement in this area.

中文翻译：

---

品牌目的资产驱动因素的扎根理论方法：从业者的观点

摘要

品牌宗旨是企业考虑和应用的相关新概念。然而，现有的研究主要是孤立的案例研究，强调了其作为价值和品牌标识生成器的应用证据。目前还没有研究确定品牌目的的价值，也没有关于这一点的理论或概念。从这个意义上说，本研究旨在从系统分析的数据中绘制与品牌目的价值相关的理论，以揭示相关现象及其关系。市场营销专家（从业者）利用扎根理论对归纳性质进行了探索性研究。阿特拉斯。本研究选择 Ti 23 软件进行分析。在完成开放、轴向和选择性编码阶段后，核心现象被识别并命名为品牌目的资产（BPE）。BPE 被分为四个子类别：积极分子、励志者、差异化者和身份创造者，这表明 BPE 是一个多维结构。这是第一项提供探索性概念框架来概念化品牌目的价值并为其创建理论基础的研究。从这个意义上说，本研究为构建品牌目的价值理论和测量原型量表铺平了道路，此外还可以识别品牌目的的前因后果及其对品牌资产的影响，代表了发展的进步和基础。该领域改进的模型和经验证据。