The Role Of Purpose- Driven Branding In Building Consumer Advocacy Among Generation Z

This research paper explores the effect of purposeful branding on developing consumer advocacy among Generation Z consumers. Being digital natives and socially responsible, the members of this generation mark the emergence of a new paradigm in brand-consumer interactions. Using survey results from 350 Gen Z consumers, this research explores the effect of perceptions of authenticity, congruence between brand and cause and social impact on behaviors of consumer advocacy such as recommending a brand and defending it. It was found out that there is a significant effect of the concept of purposeful branding on advocacy when the branding is considered authentic, as 72% of the respondents are more likely to recommend authentic socially-oriented brands. The study has added to the marketing body of knowledge by putting forward a theoretical model that links authenticity and value congruence to consumer advocacy.