“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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More

Featured

The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets

Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.