Brand Constellations and Homophily: The Effect on Target Attitude Evaluations and Interpersonal Attraction

The purpose of this paper was to explore the relationship between attitudes toward a brand constellation (a group of brands) and how people perceived the attitudes of the person who owns those brands, do similar brand preferences indicate similar attitudes? Which products and brands are the most imp...

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Veröffentlicht in:	Journal of management research 2019, Vol.19 (1), p.3-15
Hauptverfasser:	McLaughlin, Caitlin, Parent, Mark
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Constellations Consumers Consumption Perceptions Purchase intention
Online-Zugang:	Volltext
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