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
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