|
|||||
|
|
Saying no to the glow: When consumers avoid arrogant brands |
|
| Authors: | Nira Munichor Yael Steinhart |
| Institution: | 1. School of Business Administration, Hebrew University of Jerusalem, Mount Scopus, Jerusalem 91905, Israel;2. Recanati Graduate School of Business, Tel‐Aviv University, Tel‐Aviv 69978, Israel |
| Abstract: | |
| Keywords: | Brands Arrogance Self‐threat Communications Image |