Is Older Brand More Moral? the Impact of Brand Age on Consumers’ Perception of Brand Moral Identity
The current research theorizes and demonstrates that brand age would affect consumers’ perception of brand moral identity (BMI), and this effect is mediated by consumers’ perception of brand long-term orientation (LTO). We also examined the impact of brand age and BMI on consumer brand attitudes in CSR context.
Citation:
Yiran Jiang, Lan Xu, and Nan Cui (2021) ,"Is Older Brand More Moral? the Impact of Brand Age on Consumers’ Perception of Brand Moral Identity", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 344-345.
Authors
Yiran Jiang, Zhongnan University of Economics and Law，Wuhan
Lan Xu, Wuhan University
Nan Cui, Wuhan University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
The Impact of Price and Size Comparisons on Consumer Perception and Choice
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia
Featured
Inequality and Market (In)efficiency
Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Featured
A Salience Theory of Three Novel Exposure Effects
Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA