Jurnal Internasional Ekonomi

Sage Publication : Marketing Theory

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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.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

EJ2.13

Penerbit

New York : Sage Publication., 2012

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

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Klasifikasi

EJ2.13

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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