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.

Citation:

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.