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
Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change
Juliana Schroeder, University of California Berkeley, USA
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
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