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Branding: A Social Contract between a Business and Its Customer

In: Contemporary Thoughts on Corporate Branding and Corporate Identity Management

Author

Listed:
  • Robert McMurrian
  • Judith H. Washburn

Abstract

This article proposes social-contract theory as a useful framework for understanding the relationship between businesses and customers. The authors suggest that customer-perceived value increases when businesses practice ethical behaviours that bridge the gap between business and customer communities. The authors make the case that customer value, created through brand-building efforts, leads to long-term profitability and competitive advantage. This article is the first to suggest that social-contract theory explains the mechanism by which customers perceive brands as promises.

Suggested Citation

  • Robert McMurrian & Judith H. Washburn, 2008. "Branding: A Social Contract between a Business and Its Customer," Palgrave Macmillan Books, in: T. C. Melewar & Elif Karaosmanoğlu (ed.), Contemporary Thoughts on Corporate Branding and Corporate Identity Management, chapter 1, pages 5-22, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-58322-1_2
    DOI: 10.1057/9780230583221_2
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    Cited by:

    1. David Amani & Ismail Juma Ismail, 2022. "Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality," Future Business Journal, Springer, vol. 8(1), pages 1-14, December.

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