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
Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping
Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Featured
Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge
Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA
Featured
The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis
Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney