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.
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.
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
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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Sudeep Bhatia, University of Pennsylvania, USA
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