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.
Citation:
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.
Authors
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products
Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI
Featured
How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising
Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA
Featured
Decreasing Impatience with Bundled Donations
Sachin Banker, University of Utah, USA