“Will We Hate Google One Day?” a Convention Theory Perspective on Public Brand Evaluations

This study investigates public brand evaluations of Google from a convention theory perspective. Findings exhibit two major evaluative strategies of negotiating a leeway of acceptable brand conduct and allocating responsibilities. Public brand evaluations accommodate a brand with ethical capital and serve as a brand monitoring tool.


Sabrina Gabl, Verena E. Wieser, and Andrea Hemetsberger (2016) ,"“Will We Hate Google One Day?” a Convention Theory Perspective on Public Brand Evaluations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 443-444.


Sabrina Gabl, University of Innsbruck, Austria
Verena E. Wieser, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 44 | 2016

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