Purpose in Appalachia: A Study on How Purpose-Driven Branding Affects Brand Perception and Consumer Attitudes

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.