Revealing a Weakness Boosts Consumer Perceptions of Human Brand Authenticity

With the proliferation of mobile internet and social media, human brands have become increasingly important. With two experiments, we show that revealing a weakness of a human brand boosts consumer perceptions of human brand authenticity and therefore purchase intentions. This effect is moderated by consumers’ power distance belief.



Citation:

Qichao Zhu, Maggie Wenjing Liu, and Meng Zhang (2019) ,"Revealing a Weakness Boosts Consumer Perceptions of Human Brand Authenticity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 945-946.

Authors

Qichao Zhu, Tsinghua University, China
Maggie Wenjing Liu, Tsinghua University, China
Meng Zhang, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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