How Consumers React to Tattooed Brand Displays: an Optimal Assimilation/Distinctiveness Perspective
While consumers often display tattooed brand elements on their bodies, little is known about how others react to such displays. We propose a conceptual model based on optimal distinctiveness theory that explains consumer reactions to such brand displays in terms of perceptions of the other person and the focal brand.
Sandor Czellar, David E. Sprott, Bill Ding, and Eric R. Spangenberg (2018) ,"How Consumers React to Tattooed Brand Displays: an Optimal Assimilation/Distinctiveness Perspective ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 282-282.
Sandor Czellar, University of Lausanne, Switzerland
David E. Sprott, Washington State University, USA
Bill Ding, Washington State University, USA
Eric R. Spangenberg, University of California at Irvine, USA
E - European Advances in Consumer Research Volume 11 | 2018
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