A carregar...
Publicação
Trait transference from brands to individuals: The impact of brand-behavior congruency
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.02 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Consumers' strategic use of brands as a way of influencing the impressions others have about them is buttressed
by research showing that brand personality traits may carry over and affect perceptions about their users or
endorsers. However more often than not brand users engage in all sorts of trait-implying behaviors that may
sometimes be in conflict with the brand personality. In two studies we explored how perceivers integrate these
two sources of information when creating first impressions of brand users. Results indicated that when traits
associated with brands and the users' trait-implying behaviors were in conflict, brand trait transferences were
inhibited, whereas traits inferred from the behaviors were enhanced. These findings concerning brand trait
transference inhibition and trait inference enhancement may provide new insights on how brand personality influences perceptions about their users, with distinctive consequences for marketing strategy.
Descrição
Palavras-chave
Brand personality Impressions of personality Consumer behavior Brand trait transference Trait inference Consumer-brand congruency
Contexto Educativo
Citação
Jerónimo, R., Ramos, T., & Ferreira, M. B. (2018). Trait transference from brands to individuals: The impact of brand-behavior congruency. Journal of Business Research, 88, 54-65. https://doi.org/10.1016/j.jbusres.2018.02.029
Editora
Elsevier