Take me home, country roads! How 'brand citizenship' and not just 'brand purpose' (or John Denver) could anchor the Millennial

Arindam Mohanty, Vipul Sachdeva and Zaneta Sebastian

Provides a 'Brand citizenship' framework which seeks to add a further layer to understanding of brand purpose, by recognising the difference between people’s ethics and needs as consumers.

Introduction

Brand purposehas, over time, evolved from being an egalitarian concept that brand custodians would play little attention to, to becoming one of the cornerstones of brand strategy. The pay-offs of integrating purpose into brand strategy ha

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