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.



Citation:

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.

Authors

Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change

Juliana Schroeder, University of California Berkeley, USA

Read More

Featured

E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More

Featured

The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications

Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA

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.