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Daily Archives

March 13, 2024

Shedding light on brand promise concept

BRAND promise is accepted as an important concept by branding scholars and practitioners alike. Nevertheless, the concept is often treated in a normative or prescriptive manner, where it is assumed that keeping brand promises enhances trust, credibility, and reputation with stakeholders. For example, Delgardo-Bellester and Munuera-Aleman (2005) state…