In Event: Working Paper Session & Reception

Working Papers

R1. How Consumers Deal With Brand Failure-An Individual Differences Approach - Melika Kordrostami, California State University-San Bernardino; Elika Kordrostami, Rowan University

R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands - Lingrui Zhou, Duke University, USA; Katherine Crain, Duke University, USA; Keisha Cutright, Duke University, USA

R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands - Melissa Archpru Akaka, University of Denver; Ana Babic Rosario, University of Denver; Gia Nardini, University of Denver

R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents - Kimberley Mosher Preiksaitis, Siena College

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual - Yaxuan Ran, Zhongnan University of Economics and Law; Echo Wen Wan, University of Hong Kong

R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands - Diego Alvarado-Karste, University of North Texas; Blair Kidwell, University of North Texas

R7. How and Why Life Transition Influences Brand Extension Evaluation - lei su, Hong Kong Baptist University; Alokparna (Sonia) Monga, Rutgers University, USA; Yuwei Jiang, Hong Kong Polytechic University

R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence - Summer Hyoyeon Kim, University of Kansas, USA; Jessica Li, University of Kansas, USA; Jenny Olson, Indiana University, USA; SHAILENDRA PRATAP JAIN, University of Washington, USA

R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human) - Kiwan Park, Seoul National University, USA; Yaeri Kim, Seoul National University, USA; Seojin Stacey Lee, Seoul National University, USA

R10. Emotional-Transference or Exclusivity? an Emotional Attachment Approach to Brand Extension for Cultural and Creative Products - Wu Zhiyan, Shanghai University of International Business and Economics; Luo Jifeng, Shanghai Jiao Tong University; Liu Xin, Shanghai University of International Business and Economics

R11. The Influence of Brand Rituals on Perceived Brand Authenticity - Lijing Zheng, University of Hong Kong; Echo Wen Wan, University of Hong Kong; Zhongqiang (Tak) Huang, University of Hong Kong

R12. Brand Primes Can Satiate (Important) Consumer Goals - Darlene Walsh, Concordia University, Canada; Chunxiang Huang, Concordia University, Canada

R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand - Mycah L Harrold, Washington State University, USA; Andrew Perkins, Washington State University, USA

R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth - Eunyoung Jang, Oklahoma State University, USA; Zachary Arens, Oklahoma State University, USA