Brand’S Moral Character Predominates in Brand Perception and Evaluation
Extant brand relationships research suggests “warmth” should be utterly important when evaluating brands. Although warmth and character are sometimes construed interchangeable in the interpersonal domain, we show moral character and warmth traits are separable, and that brand’s moral character is more important in evaluation formation than is brand’s warmth.
Mansur Khamitov and Rod Duclos (2018) ,"Brand’S Moral Character Predominates in Brand Perception and Evaluation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 340-345.
Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions
SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France
I10. Can Body Size Influence the Judgments of Warmth and Competence?
Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada
L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase
Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University