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
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