Can brands move in from the outside? How moral identity enhances out group brand attitudes

By:

CHOI, WOO JIN

Contributor(s):

WINTERICH, KAREN PAGE

Material type:

Mixed materialsPublication details: 2013Description: 96-111Subject(s):

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: Consumers tend to have more favorable attitudes for their in group brands than their out-group brands. However, little is known regarding how brand managers can overcome consumers' negative attitudes toward out-group brands. Drawing on the moral identity literature, the authors theorize that moral identity may enhance out-group brand attitudes through decreased psychological distance. Four studies demonstrate that moral identity increases out-group brand attitudes.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/2	Available		P14947

Consumers tend to have more favorable attitudes for their in group brands than their out-group brands. However, little is known regarding how brand managers can overcome consumers' negative attitudes toward out-group brands. Drawing on the moral identity literature, the authors theorize that moral identity may enhance out-group brand attitudes through decreased psychological distance. Four studies demonstrate that moral identity increases out-group brand attitudes.

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