Building brand meaning in social entrepreneurship organizations

Detalhes bibliográficos
Autor(a) principal: Lückenbach, Florian
Data de Publicação: 2022
Outros Autores: Schmidt, Holger J., Henseler, Jörg
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/146273
Resumo: Lückenbach, 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 --- 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).
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spelling Building brand meaning in social entrepreneurship organizationsthe social impact brand modelSocial entrepreneurship organizationsBrand managementBrand co-creationSocial brandingSocial entrepreneurial brand meaningStrategy and ManagementMarketingSDG 8 - Decent Work and Economic GrowthLückenbach, 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 --- 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).In 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.Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNLückenbach, FlorianSchmidt, Holger J.Henseler, Jörg2022-12-15T22:14:18Z2023-05-012023-05-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article20application/pdfhttp://hdl.handle.net/10362/146273eng1350-231XPURE: 48327973https://doi.org/10.1057/s41262-022-00299-1info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:27:20Zoai:run.unl.pt:10362/146273Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:52:33.994322Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Building brand meaning in social entrepreneurship organizations
the social impact brand model
title Building brand meaning in social entrepreneurship organizations
spellingShingle Building brand meaning in social entrepreneurship organizations
Lückenbach, Florian
Social entrepreneurship organizations
Brand management
Brand co-creation
Social branding
Social entrepreneurial brand meaning
Strategy and Management
Marketing
SDG 8 - Decent Work and Economic Growth
title_short Building brand meaning in social entrepreneurship organizations
title_full Building brand meaning in social entrepreneurship organizations
title_fullStr Building brand meaning in social entrepreneurship organizations
title_full_unstemmed Building brand meaning in social entrepreneurship organizations
title_sort Building brand meaning in social entrepreneurship organizations
author Lückenbach, Florian
author_facet Lückenbach, Florian
Schmidt, Holger J.
Henseler, Jörg
author_role author
author2 Schmidt, Holger J.
Henseler, Jörg
author2_role author
author
dc.contributor.none.fl_str_mv Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Lückenbach, Florian
Schmidt, Holger J.
Henseler, Jörg
dc.subject.por.fl_str_mv Social entrepreneurship organizations
Brand management
Brand co-creation
Social branding
Social entrepreneurial brand meaning
Strategy and Management
Marketing
SDG 8 - Decent Work and Economic Growth
topic Social entrepreneurship organizations
Brand management
Brand co-creation
Social branding
Social entrepreneurial brand meaning
Strategy and Management
Marketing
SDG 8 - Decent Work and Economic Growth
description Lückenbach, 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 --- 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).
publishDate 2022
dc.date.none.fl_str_mv 2022-12-15T22:14:18Z
2023-05-01
2023-05-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/146273
url http://hdl.handle.net/10362/146273
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1350-231X
PURE: 48327973
https://doi.org/10.1057/s41262-022-00299-1
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 20
application/pdf
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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