R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Human brands offer consumers cultural material that differs from traditional brands. When human brands encounter critical incidents, consumers face the tension of separating the celebrity from the person to understand their relationship with the brand. This paper offers insights of three ways consumers reform brand understandings following critical incidents.
Citation:
Kimberley Mosher Preiksaitis (2018) ,"R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 925-925.
Authors
Kimberley Mosher Preiksaitis, Siena College
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis
Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA
Featured
N8. Effect of Awe on Collectable Consumer Experience
Eujin Park, Washington State University, USA
Andrew Perkins, Washington State University, USA
Betsy Howlett, Washington State University, USA
Featured
M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude
Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA