Brand Iconicity: a Shared Reality Perspective
This research establishes brand iconicity as an important construct to better understand the cultural significance and identity value of brands. We define brand iconicity as the degree to which a brand symbolizes the values, needs, and aspirations of the members of a particular cultural group. High-iconicity brands have the power to connect diverse elements of cultural knowledge and can act as reminders of culturally-relevant values. In five studies, we developed a reliable and valid measure of brand iconicity, and also showed how consumers use iconic brands to manage their social identity and use social information to make brand iconicity judgments.
Carlos Torelli, Chi-yue Chiu, Hean Tat Keh, and Nelson Amaral (2009) ,"Brand Iconicity: a Shared Reality Perspective", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 108-111.
Carlos Torelli, University of Minnesota, USA
Chi-yue Chiu, University of Illinois at Urbana-Champaign, USA
Hean Tat Keh, Peking University, China
Nelson Amaral , University of Minnesota, USA
NA - Advances in Consumer Research Volume 36 | 2009
Can “Related Articles” Correct Misperceptions from False Information on Social Media?
Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
B8. Factors Influencing Collaborative Consumption Usage in the US market: An Exploratory Study
Pia Annette Albinsson, Appalachian State University
B. Yasanthi Perera, Brock University, Canada
Bidisha Burman, University of Mary Washington
Lubna Nafees, Appalachian State University