Brand as Promise

Journal of Business Ethics 179 (3):919-936 (2022)
  Copy   BIBTEX


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.



    Upload a copy of this work     Papers currently archived: 91,139

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

The Reality of Brands: Towards an Ontology of Marketing.Wolfgang Grassl - 1999 - American Journal of Economics and Sociology 58:313-360.
When a Brand is a Promise.Andrew Victor Abela - 2003 - Dissertation, University of Virginia
Creating a Conceptual Model for Building Responsible Brands.Johanna Kujala, Katriina Penttila & Pekka Tuominen - 2011 - Electronic Journal of Business Ethics and Organization Studies 16 (1):6-12.


Added to PP

40 (#375,657)

6 months
32 (#98,472)

Historical graph of downloads
How can I increase my downloads?

Author's Profile

Citations of this work

No citations found.

Add more citations

References found in this work

A Theory of Justice: Revised Edition.John Rawls - 1999 - Harvard University Press.
What we owe to each other.Thomas Scanlon - 1998 - Cambridge, Mass.: Belknap Press of Harvard University Press.
Freedom and Resentment.Peter Strawson - 1962 - Proceedings of the British Academy 48:187-211.
Moral dimensions: permissibility, meaning, blame.Thomas Scanlon - 2008 - Cambridge, Mass.: Belknap Press of Harvard University Press.
Responsibility and the Moral Sentiments.R. Jay Wallace - 1994 - Cambridge, Mass.: Harvard University Press.

View all 54 references / Add more references