Consumer behavior Archive
CEOs’ self-disclosure on Instagram and consumer-brand relationships: the moderating effect of relationship norms.
Abstract: This study examined the effects of chief executive officers’ (CEOs) self-disclosure on consumer–brand relationships and the moderating role of brand relationship norms. To test the proposed hypotheses, a 2 × 2 […]
Exploring Brand Humanization on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioral Engagement
Eun Sook Kwon (Grady PhD Alum)and Jooyoung Kim (Forthcoming). Exploring Brand Humanization on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioral Engagement. International […]
An Interdisciplinary Examination of the Material Effects of Deceptive Sport Beverage Advertisements
Abstract: Sport companies frequently make product claims in advertisements to influence consumer purchase decisions. Sport beverages, in particular, often tout health benefits and performance claims. Unfortunately, some sport beverage claims […]
The role of social categorization of models on visual attention to features of print advertisements. International Communication Association
Abstract: Recent trends in consumer behavior have resulted in brands’ use of models in ads that challenge essentialized social categories (e.g., racially ambiguous) to appeal to socially-conscious consumers. Although industry […]
Effects of Social Identity and Schadenfreude on Attitude toward Brand Sponsoring an Instant Replay Review: The Moderating Role of Rivalry and Suspense
Abstract: Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport […]