Brand as Promise
| Autor: | Vikram R. Bhargava, Suneal Bedi |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Economics and Econometrics
business.industry media_common.quotation_subject 05 social sciences 06 humanities and the arts Cognitive reframing Public relations 0603 philosophy ethics and religion General Business Management and Accounting Arts and Humanities (miscellaneous) Wrongdoing Framing (construction) Perception 060302 philosophy 0502 economics and business 050211 marketing Sociology Business and International Management Business ethics business Relation (history of concept) Law Quality of Life Research media_common |
| Zdroj: | Journal of Business Ethics. 179:919-936 |
| ISSN: | 1573-0697 0167-4544 |
| DOI: | 10.1007/s10551-021-04834-z |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|
Full text from SpringerLink