Can brand sharing change consumers’ brand attitudes? The roles of agency-communion orientation and message length

This research explores the effect of agency–communion orientation on changes in consumers’ brand attitudes after brand sharing. Two laboratory studies and one field study indicate that when consumers are communion- (vs. agency-) oriented, their attitudes toward a brand can be changed to conform to o...
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Author:

Lu, Yue

Xie, Ninghui

Yang, Defeng

Lei, Xi

Format:

Electronic Article

Language:

English

Physical Description:

Online-Ressource

Containing Work:

In: Journal of business research : JBR - New York, NY : Elsevier, Vol. 128 (2021), p. 350-359

Links:

Volltext

DOI / URN:

10.1016/j.jbusres.2021.02.029

Catalog id:

ELV048678740

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