Despite the concept of purpose gaining attention in the business world, academic research on purpose-driven branding is scarce and the cognitive–affective–conative categories used in previous studies are not sufficient to explain how it works. This paper outlines a framework that explains how purpose branding is performed in practice. Such a framework is lacking from the extant scholarship, the key reasons for which can be found in the research limitations in previous studies. We argue that studies on brand purpose should include new theoretical categories: consumer empowerment and transformation of practices. We advance this idea based on the theory of social practices. Using case studies of purpose-branding campaigns, we discuss how brand purpose empowers consumers and fosters transformations of their practices. We present a framework that explains how purpose branding works using the categories suggested.

尽管有目的的概念在商业界越来越受到关注的是，针对目的驱动型品牌的学术研究很少，并且以前的研究中使用的认知，情感，情感类别还不足以解释其运作方式。本文概述了一个框架，该框架解释了在实践中如何执行目的品牌。现有的奖学金缺乏这样的框架，其关键原因可以在先前研究的研究局限性中找到。我们认为，关于品牌目标的研究应包括新的理论类别：赋予消费者权力和实践转变。我们基于社会实践理论提出了这个想法。通过针对目的品牌活动的案例研究，我们讨论了品牌目的如何增强消费者的能力并促进其行为的转变。