Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/11035
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Fuzzy promises: explicative definitions of brand promise delivery
Authors: Anker, Thomas
Kappel, Klemens
Eadie, Douglas
Sandoe, Peter
Contact Email: douglas.eadie@stir.ac.uk
Keywords: Brand as process
brand ethics
brand promise
co-creation
consumer-brand interaction
service dominant logic
Issue Date: Sep-2012
Publisher: SAGE
Citation: Anker T, Kappel K, Eadie D & Sandoe P (2012) Fuzzy promises: explicative definitions of brand promise delivery, Marketing Theory, 12 (3), pp. 267-287.
Abstract: 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. We argue (a) that brands deliver fuzzy functional promises through encouraging and facilitating courses of actions that are conducive to the promised functionality; whereas (b) brands deliver fuzzy symbolic promises through encouraging and facilitating ways in which consumers can use brands as narrative material to communicate self-identity. Finally, (c) we propose that brands deliver fuzzy experiential promises through effectively motivating consumers to adopt and play a social role implicitly suggested and facilitated by the brand. A promise is an inherently ethical concept and the article concludes with an in-depth discussion of fuzzy brand promises as two-way ethical commitments that put requirements on both brands and consumers.
Type: Journal Article
URI: http://hdl.handle.net/1893/11035
DOI Link: http://dx.doi.org/10.1177/1470593112451379
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of Stirling
University of Copenhagen
Institute for Social Marketing
University of Copenhagen

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