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



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