Brand as promise
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...
| Authors: | ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Published: |
2022
|
| In: |
Journal of business ethics
Year: 2022, Volume: 179, Issue: 3, Pages: 919-936 |
| Further subjects: | B
Promise
B Theory of brands B Aufsatz in Zeitschrift B Brand activism B marketing ethics B Brand as promise |
| Online Access: |
Volltext (kostenfrei) Volltext (kostenfrei) |
