Brand strategies that align their communication with social and environmental causes and their impact
DOI:
https://doi.org/10.36390/s0nk5055Keywords:
Brand strategies, communication with purposeAbstract
The purpose of this article is to analyze the strategies with which brands align their communication with social and environmental causes, exploring how such actions strengthen consumer loyalty. Based on a bibliographic review and comparative analysis of emblematic cases (Patagonia, Nike and KLM), which show positive impacts on reputation, legitimacy and brand value, which in turn increase satisfaction, trust and loyalty (Chi & Phan, 2025), we also have the reviewed meta-analyses (Aguinis & Glavas, 2012; Han, Guo & Zhang, 2025) which propose a conceptual model that explains the relationship between authenticity, congruence and trust as mediators of loyalty. A qualitative, documentary and descriptive methodological approach was adopted, which constitutes a systematic scientific procedure oriented to the search, collection, organization, analysis and interpretation of information related to the phenomenon under study. The findings show that congruence and authenticity are key factors in building credibility and lasting relationships. They also indicate that cause-related communication is a strategic tool capable of boosting consumer loyalty, provided it meets two conditions: congruence with the brand's identity and verifiable authenticity.
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