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.

Authors

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Kamila Sobol, Concordia University, Canada

Read More

Featured

Neural pattern similarity reveals brand equity

Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More

Featured

Two-By-Two: Categorical Thinking About Continuous Bivariate Data

Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.