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ACR North American Advances
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Last. Gerald HäublH-Index: 25
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#1Chi Vincent Wong (Lingnan University)
#2Robert Jr. Wyer (UC: University of Cincinnati)
#1Andrea KährH-Index: 2
Last. Wayne D. HoyerH-Index: 43
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This article shows that consumer brand sabotage can damage the brand by decreasing consumers’ brand attitude and purchase intention through their perceived betrayal and social identity threat. The indirect effects were strongest for consumers with high brand trust and consumer-brand identification.
Last. Chih-Ling LiuH-Index: 2
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With the increasing interaction on social media and its proliferated impact on personal image, professionals including university lecturers communicate on digital channels for work and personal purposes. This research aims to find out how personal branding using the same social media account influences professors’ relationships with students as university clients.
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This research draws on fluency theory to uncover consumers' response to branded longevity. It employs experimental methodology. Results demonstrate that branded longevity positively impacts processing fluency as well as brand familiarity under low involvement conditions. Contribution and future results are also discussed.
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Top fields of study
Advertising
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Psychology
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Social psychology