When Good Deeds Dilute Your Equity
Citation:
Karen L. Becker-Olsen and B. Andrew Cudmore (2004) ,"When Good Deeds Dilute Your Equity", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 78-79.
Authors
Karen L. Becker-Olsen, Lehigh University
B. Andrew Cudmore, Florida Institute of Technology
Volume
NA - Advances in Consumer Research Volume 31 | 2004
Share Proceeding
Featured papers
See MoreFeatured
Q13. Liquid Consumption From Another Perspective: The Case of “Investomers”
Carina Hoffmann, Heinrich-Heine-University
Lasse Meißner, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University
Featured
R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas
Featured
Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence
*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway