R2. Brand-To-Brand Communications: How Consumers React to Flattery Between Brands
Should brands go out of their way to talk positively about their competitors? We find that brand-to-brand flattery changes the consumer’s perception of how a brand values its relationships globally, which influences brand trust and subsequently, brand evaluations.
Lingrui Zhou, Katherine Crain, and Keisha Cutright (2018) ,"R2. Brand-To-Brand Communications: How Consumers React to Flattery Between Brands", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 939-939.
Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Marwa Gad Mohsen, Babson College, USA
How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection
Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA
I13. Ambient Light, Gender, and Creativity
Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA