Can brand sharing change consumers’ brand attitudes? The roles of agency-communion orientation and message length
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DOI: 10.1016/j.jbusres.2021.02.029
Abstract: Abstract This research explores the effect of agency–communion orientation on changes in consumers’ brand attitudes after brand sharing. Two laboratory studies and one field study indicate that when consumers are communion- (vs. agency-) oriented, their… read more here.
Keywords: agency communion; brand attitudes; length; brand ... See more keywords
Comparative analysis of fresh food e-commerce brand attitudes based on STM theme model
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DOI: 10.1371/journal.pone.0282521
Abstract: The circulation of fresh agricultural products is related to the quality of consumption and agricultural development. This article takes the online reviews of fresh products as the research object and studies the comparative differences of… read more here.
Keywords: comparative analysis; fresh food; brand perception; brand attitudes ... See more keywords