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The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective

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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.

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Data availability

This qualitative study does not have a dataset, but a set of interviews transcriptions.

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Author information

Authors and Affiliations

  1. Doctoral and Master Program in Administration, FUMEC University, Belo Horizonte, Brazil

    Cid Gonçalves Filho & Fernanda Viterbo Prado

  2. CENTRUM Catolica Graduate Business School, Lima, Peru

    Flavia Braga Chinelato

  3. Pontificia Universidad Catolica del Peru, Lima, Peru

    Flavia Braga Chinelato

Authors
  1. Cid Gonçalves Filho
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  2. Flavia Braga Chinelato
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  3. Fernanda Viterbo Prado
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Corresponding author

Correspondence to Flavia Braga Chinelato.

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Appendices

Appendix 1: Category and subcategories—according to Strauss and Corbin (1990) paradigm

See Fig. 1.

figure a

Appendix 2: Prototype of Brand Purpose Equity Scale—Drivers (dimensions) and items candidates

Drivers (dimensions)

Items candidates

Inspirational

Inspiring

Deals with dreams

Focuses on the human essence

Brings deep connections

Brings passion

Generates horny

Relates to unconscious desires

Differentiators

Original/Unique

Consistent with all brand elements end-to-end

Is identifiable

It is believable

Differentiation driver

Activists

Advocates causes shared with clients

Focuses on Change, Transformation,

Support, Empowerment and Causes

Challenge the status quo

It relates to with consumer ideals

Broad Scope—consumers, society, and planet

Identity Creators

Generates customer identification

Co-created with the consumer

Associated with a desire, lifestyle/philosophy/dogma

Basis for sharing identity with groups

Source Data research

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Gonçalves Filho, C., Chinelato, F.B. & Prado, F.V. The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective. J Market Anal (2024). https://doi.org/10.1057/s41270-023-00277-9

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