Fuzzy promises: explicative definitions of brand promise delivery

This article clarifies the commonplace assumption that brands make promises by developing definitions of brand promise delivery. Distinguishing between clear and fuzzy brand promises, we develop definitions of what it is for a brand to deliver on fuzzy functional, symbolic, and experiential promises...

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Veröffentlicht in:	Marketing Theory 2012-09, Vol.12 (3), p.267-287
Hauptverfasser:	Anker, Thomas Boysen, Kappel, Klemens, Eadie, Douglas, Sandøe, Peter
Format:	Artikel
Sprache:	eng
Schlagworte:	Brands Definitions Ethical consumerism Fuzzy logic Social psychology Studies
Online-Zugang:	Volltext
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