The Brand Company You Keep: When People Judge You By the Brands You Use

Do consumers form judgments of other people based on the brands they use? Our answer is yes, but only for some consumers. We find that entity (not incremental) theorists draw inferences about a person’s personality from his or her brand usage.



Citation:

Ji K. Park and Deborah R. John (2015) ,"The Brand Company You Keep: When People Judge You By the Brands You Use", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 181-185.

Authors

Ji K. Park, University of Delaware, USA
Deborah R. John, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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