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- Title
Brand as Promise.
- Authors
Bhargava, Vikram R.; Bedi, Suneal
- Abstract
Brands are widely regarded as a constellation of shared associations surrounding a company and its offerings. On the traditional view of brands, these associations are regarded as perceptions and attitudes in consumers' minds in relation to a company. We argue that this traditional framing of brands faces an explanatory problem: the inability to satisfactorily explain why certain branding activism initiatives elicit the moralized reactive attitudes that are paradigmatic responses to wrongdoing. In this paper, we argue for a reframing of brands that calls for viewing brands as a series of normatively binding expectations that are ethically akin to promises. Our promissory framing of brands avoids the explanatory problem, illuminates a number of ethical requirements on branding, and reconceptualizes the role of brand managers.
- Subjects
BRAND name products; MARKETING ethics; PROMISES; BRAND loyalty; BRAND communities; ACTIVISM
- Publication
Journal of Business Ethics, 2022, Vol 179, Issue 3, p919
- ISSN
0167-4544
- Publication type
Article
- DOI
10.1007/s10551-021-04834-z