Can the Brand Make Us Beautiful: a Study on Brand Transference

Study investigates the transference of brand characteristics, specifically perception of likeability, onto individuals. Through a series of experiments, it tests if brand likeability increases perception of individual wearing the brand. Findings indicate that brand characteristics do not improve individual’s likeability.



Citation:

Enrique P. Becerra, Maria Cecilia Henriquez-Daza, and Juan Carlos Londoño-Roldan (2017) ,"Can the Brand Make Us Beautiful: a Study on Brand Transference ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 21-21.

Authors

Enrique P. Becerra, Texas State University, USA
Maria Cecilia Henriquez-Daza, Pontificia Universidad Javeriana Cali, Colombia
Juan Carlos Londoño-Roldan, Pontificia Universidad Javeriana Cali, Colombia



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



Share Proceeding

Featured papers

See More

Featured

The Effects of Being Time Poor and Time Rich on Happiness

Marissa Sharif, University of Pennsylvania, USA
Cassie Mogilner, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA

Read More

Featured

How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences

Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands

Read More

Featured

Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

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.