Northwestern University

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Cultural Influences on Brand Identification and Brand Defense

Description:

According to Lisjak, Lee, and Gardner (2012), a threat to a brand can elicit the same response as a threat to the self. The current research examined whether people react differently to brand threats as a function of East Asian versus North American culture and as a function of whether...

Keyword:

defense, self-brand connection, brand, Culture, identification, and East Asian

Subject:

Psychology

Creator:

Jiaqi Yu

Owner:

Scholarly Digital Publishing

Date Uploaded:

04/20/2018

Date Modified:

04/20/2018

Date Created:

2017-06-06

Resource Type:

Research Paper