Fuzzy promises: explicative definitions of brand promise delivery

Research output: Contribution to journal › Journal article › Research › peer-review

Standard

Fuzzy promises : explicative definitions of brand promise delivery. / Anker, Thomas Boysen; Kappel, Klemens; Eadie, Douglas; Sandøe, Peter.

In: Marketing Theory, Vol. 12, No. 3, 2012, p. 267-287.

Research output: Contribution to journal › Journal article › Research › peer-review

Harvard

Anker, TB, Kappel, K, Eadie, D & Sandøe, P 2012, 'Fuzzy promises: explicative definitions of brand promise delivery', Marketing Theory, vol. 12, no. 3, pp. 267-287. https://doi.org/10.1177/1470593112451379

APA

Anker, T. B., Kappel, K., Eadie, D., & Sandøe, P. (2012). Fuzzy promises: explicative definitions of brand promise delivery. Marketing Theory, 12(3), 267-287. https://doi.org/10.1177/1470593112451379

Vancouver

Anker TB, Kappel K, Eadie D, Sandøe P. Fuzzy promises: explicative definitions of brand promise delivery. Marketing Theory. 2012;12(3):267-287. https://doi.org/10.1177/1470593112451379

Author

Anker, Thomas Boysen ; Kappel, Klemens ; Eadie, Douglas ; Sandøe, Peter. / Fuzzy promises : explicative definitions of brand promise delivery. In: Marketing Theory. 2012 ; Vol. 12, No. 3. pp. 267-287.

Bibtex

@article{5d26dac9f1de4671bc3564f4a03d1999,
title = "Fuzzy promises: explicative definitions of brand promise delivery",
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.",
author = "Anker, {Thomas Boysen} and Klemens Kappel and Douglas Eadie and Peter Sand{\o}e",
year = "2012",
doi = "10.1177/1470593112451379",
language = "English",
volume = "12",
pages = "267--287",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications",
number = "3",

}

RIS

TY - JOUR

T1 - Fuzzy promises

T2 - explicative definitions of brand promise delivery

AU - Anker, Thomas Boysen

AU - Kappel, Klemens

AU - Eadie, Douglas

AU - Sandøe, Peter

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

U2 - 10.1177/1470593112451379

DO - 10.1177/1470593112451379

M3 - Journal article

VL - 12

SP - 267

EP - 287

JO - Marketing Theory

JF - Marketing Theory

SN - 1470-5931

IS - 3

ER -

ID: 40902883