Abstract Although more and more brands are partnering with virtual endorsers for marketing, little is known about whether this approach benefits brands. Drawing on Entity-Referent Correspondence (ERC) Framework of VI Authenticity and Meaning Transfer Theory, this study explores the effect…
Tag: consumer perception
Everything they touch turns to gold: Disabled social media influencers and perceptions of product luxury
Abstract This article initiates a debate on consumer perceptions of products promoted by disabled social media influencers. The findings of six experimental studies show that consumers consider products promoted by disabled (vs. nondisabled) influencers more luxurious. Further extending this effect,…
Partner or servant? The influence of robot role positioning on consumers’ brand evaluations ☆
Abstract Despite the increasing use of robots in marketing to improve consumers’ perceptions of brand image, relatively little is known about how the positioning of robots (i.e., as either partners or servants) influences consumer evaluations of brands employing service robots.…
Activist brand perception: Conceptualization, scale development and validation
Abstract Brand activism (BA) has attracted substantial attention due to consumers’ rising expectations for brands to address social and political issues. However, empirical research on consumers’ understanding of activist brands (i.e., brands that engage in brand activism) remains limited, mainly…