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Power distance belief and brand personality evaluations

Journal of business research, v.84, 2018년, pp.89 - 99  

Wang, Xuehua (Asia Europe Business School, Faculty of Economics and Management, East China Normal University, Shanghai 200241, China) ,  Wang, Xiaoyu (Department of Marketing, School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China) ,  Fang, Xiang (Department of Marketing and International Business, Spears School of Business, Oklahoma State University, Stillwater, Oklahoma 74078-4011, USA) ,  Jiang, Qingyun (Department of Marketing, School of Management, Fudan University, Shanghai 200433, China)

Abstract ▼ AI-Helper 아이콘AI-Helper

Abstract This article explores the influence of power distance belief (PDB) on the evaluations of brand personality traits. It proposes that high PDB polarizes the brand personality evaluations of ingroup and outgroup brands. Specifically, results show that individuals with high PDB tend to evaluat...

주제어

#Power distance belief   #Brand personality   #Brand social categorization tendency   #Temporal distance  

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