consumer responses Archive
). Interdependent self-construal and number of Twitter followers: Consumer responses to alcohol industry Corporate Social Responsibility (CSR) campaign on Twitter
Abstract: Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of […]
Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands
Abstract: Through two studies, this research examined consumer responses to empowerment hashtags in social media–based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes toward […]
Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands
Jooyoung Kim, Hyejin Bang (Grady PhD Alum), and William Keith Campbell (Forthcoming). Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands. Journal of Social Psychology. […]