Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
5-2025
Committee Chair or Co-Chairs
Melanie Richards
Committee Members
Stephen Marshall, David Piercy
Abstract
This research examines consumer attitudes in the Appalachian Highlands, focusing on how purpose-driven branding and corporate social responsibility (CSR) influence brand perceptions. Mixed methods were used: a case study comparing Food City, a regional brand recognized for its CSR initiatives, with a similar brand from another area to pinpoint the most significant concerns for brands in the region; an online survey to gather broader consumer insights; and focus groups to investigate the reasoning behind attitudes and how brand perceptions evolve with purpose-driven branding. Grounded in legitimacy theory, which suggests organizations uphold legitimacy by aligning with social values, this study contributes to research on purpose-driven and regional branding. It also highlights consumers in the Appalachian Highlands, an often-overlooked community. The findings provide insights for brands seeking to connect with this market through socially responsible practices, emphasizing the importance of aligning with local values to foster consumer trust and long-term brand loyalty.
Document Type
Thesis - embargo
Recommended Citation
Scott, Caleb B. K., "Purpose in Appalachia: A Study on How Purpose-Driven Branding Affects Brand Perception and Consumer Attitudes" (2025). Electronic Theses and Dissertations. Paper 4532. https://dc.etsu.edu/etd/4532
Copyright
Copyright by the authors.
Included in
Advertising and Promotion Management Commons, Mass Communication Commons, Public Relations and Advertising Commons, Social Media Commons