B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust
Our research addresses the under-researched construct of brand arrogance. We conceptualize and define brand arrogance, and explicate brand-related factors that feed consumer perceptions of brand arrogance. We explore the impact of brand arrogance on consumer trust, and propose that perceived product quality, brand use, and consumer arrogance moderate this relationship.
Sampoorna Nandi and Robin A. Coulter (2018) ,"B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 921-921.
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
NA - Advances in Consumer Research Volume 46 | 2018
Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire
Monica Wadhwa, INSEAD, Singapore
Christine Kim, Hong Kong University of Science and Technology
Amitava Chattopadhyay, INSEAD, Singapore
Wenbo Wang, Hong Kong University of Science and Technology
F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal
Marwa Gad Mohsen, Babson College, USA
Neural pattern similarity reveals brand equity
Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA