Democratic Brands: a Framework and Empirical Test

We investigate consumers’ preferences for “democratic brands” (those that welcome consumer input) and “undemocratic brands” (those who maintain control) considering the mediating role of warmth and competence, and the moderating role of social dominance orientation (SDO), an individual’s preference for hierarchy within a social system.


Neeru Paharia and Vanitha Swaminathan (2014) ,"Democratic Brands: a Framework and Empirical Test", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 194-199.


Neeru Paharia, Georgetown University, USA
Vanitha Swaminathan, University of Pittsburgh, USA


NA - Advances in Consumer Research Volume 42 | 2014

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