Working Papers

The Braggart and the Brand: The Role of Brand Attachment in Brand-Related Bragging

Tejvir Sekhon, Barbara Bickart, Remi Trudel, and Susan Fournier

Jan 31, 2018

Demonstrates that the negative consequences of brand-related bragging can be mitigated by conveying one’s attachment to the mentioned brand, based on four experiments. Develops a theoretical framework that can help understand brand-related bragging and suggests practical ways to mitigate its negative consequences.

 

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