Firm Power: on Its Construction and Consequences

Firm power is an important aspect of the marketplace, however the consumer behavior literature has limited understanding of how consumers represent firm power and the consequences of such perceptions. This research introduces and tests a model of antecedents to, potential biases in, and consequences of consumers’ perceptions of firm power.



Citation:

Sharlene He and Derek Rucker (2016) ,"Firm Power: on Its Construction and Consequences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 735-735.

Authors

Sharlene He, Northwestern University, USA
Derek Rucker, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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