Power Distance Belief and Brand Personality

Xuehua Wang, Shanghai University of Finnce and Economics, China
Xiaoyu Wang, Shanghai University of Finnce and Economics, China
Xiang Fang, Oklahoma State Univrsity, USA
We investigate the link between PDB and variations in consumers’ assessments of personality traits ascribed to brands. High (vs. low) PDB increases the likelihood of associating favorably-evaluated personality traits with in-group (vs. out-group) brands. This is mediated by consumers’ tendencies to categorize brands according to the social groups they represent.
[ to cite ]:
Xuehua Wang, Xiaoyu Wang, and Xiang Fang (2012) ,"Power Distance Belief and Brand Personality", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 153-157.