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 More

Featured

Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources

Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA

Read More

Featured

In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information

Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA

Read More

Featured

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.