may, 2025
06may18:3020:00MaR Seminar/Webinar - Francisco Guzmán & Zoe Lee
Event Details
CEF.UP – MaR Seminar/Webinar Tuesday – May 6th, 2025 | 18:30h - 20:00h | Room 631 | Online "Evolution and current topics in Purpose-Driven Branding" Francisco Guzmán - University of North Texas (U.S.A.)
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Event Details
CEF.UP – MaR Seminar/Webinar
Tuesday – May 6th, 2025 | 18:30h – 20:00h | Room 631 | Online
“Evolution and current topics in Purpose-Driven Branding”
Francisco Guzmán – University of North Texas (U.S.A.)
Zoe Lee – Cardiff Business School, Cardiff University (Wales, United Kingdom)
Consumers increasingly expect brands to have a social purpose. Brand purpose has been defined as a branding strategy that unites a brand’s core values with a higher cause/purpose, making it a part of brand’s identity and positioning in the long-term, to raise awareness, build emotional bonds with consumers, and positively impact a societal need. In this seminar, the evolution of the concept, as well as current topics, will be discussed. Guest speakers will also present their ongoing research projects within this emerging field.
Time
(Tuesday) 18:30 - 20:00