Brand as Promise
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...
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| Veröffentlicht in: | Journal of business ethics 2022-09, Vol.179 (3), p.919-936 |
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| container_title | Journal of business ethics |
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| creator | Bhargava, Vikram R. Bedi, Suneal |
| description | 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. |
| doi_str_mv | 10.1007/s10551-021-04834-z |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0167-4544 |
| ispartof | Journal of business ethics, 2022-09, Vol.179 (3), p.919-936 |
| issn | 0167-4544 1573-0697 |
| language | eng |
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| source | PAIS Index; Business Source Complete; Education Source; SpringerLink Journals - AutoHoldings |
| subjects | Attitudes Brands Business and Management Business Ethics Companies Consumers Education Employee behavior Ethics Frame analysis Management Marketing Original Paper Philosophy Quality of Life Research |
| title | Brand as Promise |
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