MaR Seminar/Webinar – Francisco Guzmán & Zoe Lee

may, 2025

06may18:3020:00MaR Seminar/Webinar - Francisco Guzmán & Zoe Lee

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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 LeeCardiff 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

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