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| Author: | Das, E. (et al.) |
| Title: | When you are what you own: Do physically attractive people benefit more from owning sophisticated brands? |
| Journal: | International Journal of Advertising
2010 : VOL. 29:5, p.795-813 |
| Index terms: | brands image brand valuation |
| Language: | eng |
| Abstract: | This article examines two possible moderators of the effects of brand personality on impression formation of brand owners: physical attractiveness of a brand owner and observers' level of materialism. It is found that brands can strengthen an owner's image if there is at least a moderate level of fit between the person and the brand. However, brands can as well affect negatively owner's image if there is lower levels of fit, particularly when the observer is materialistic. |
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