Too cute to be bad? : cute brand logo reduces consumer punishment following brand transgressions
Year of publication: |
2022
|
---|---|
Authors: | Septianto, Felix ; Kwon, Junbum |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 39.2022, 4, p. 1108-1126
|
Subject: | Cute | Brand transgression | Consumer punishment | Incremental belief | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Experiment | Strafe | Punishment |
-
Sinha, Jayati, (2016)
-
Cute brand logo enhances favorable brand attitude : the moderating role of hope
Septianto, Felix, (2021)
-
Types of brand transgressions and consumers' moral reasoning strategies on an endorser
Hur, Youngjin, (2018)
- More ...
-
Color effects on AI influencers’ product recommendations
Chan, Ka Wing, (2023)
-
The impact of social media visual features on acceptance of meat substitute
Septianto, Felix, (2022)
-
Kwon, Junbum, (2022)
- More ...