Straight From the Horse’S Mouth: When Disadvantaged Brand Determination Improves Brand Evaluations
We demonstrate that brand’s passion and determination, communicated by underdog brand biography, compared to topdog brand biography (Paharia et al. 2011), lead to higher purchase intentions when the brand is the information source. The positive effect of underdog brand biography disappears when the biography is learned from an independent source.
Ali Tezer, Bianca Grohmann, and H. Onur Bodur (2013) ,"Straight From the Horse’S Mouth: When Disadvantaged Brand Determination Improves Brand Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Ali Tezer, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
NA - Advances in Consumer Research Volume 41 | 2013
Rituals Enhance Self-Brand Connection: The Role of Time Perception
Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University
Don't Troll Me Bro: A Study of Griefing in Video Games
Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University
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Jonathan David Schöps, University of Innsbruck, Austria