When you draw positive conclusions about a company with which you have not had personal experience, you are responding to its intentional branding efforts. It is no accident that you are able to draw conclusions about what it might be like to do business with a company based on the advertisements you have seen. Companies deliberately market their brands to make you think that they are friendly, are competent, deliver exceptional service, offer a quality product, and so forth.

When a company intentionally creates expectations for consumers, it is, in essence, making promises about what the experience with the company or product will be like. And a brand's promises may extend beyond the basic product or service that the company ...

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