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dc.contributor.authorMerchant, Altaf
dc.contributor.authorLaTour, Kathryn A.
dc.contributor.authorFord, John B.
dc.contributor.authorLaTour, Michael S.
dc.date.accessioned2020-09-12T21:04:05Z
dc.date.available2020-09-12T21:04:05Z
dc.date.issued2018-01-01
dc.identifier.other12275807
dc.identifier.urihttps://hdl.handle.net/1813/71662
dc.description.abstractDeveloping a brand icon has been a way for marketers to humanize and forge relationships with consumers. Icon development takes time. During this time, marketers have to face how much they stay true and consistent with their icons and how much they allow their icons to adapt to cultural changes in the marketplace. Little is known about how consumers respond to changing icons, and even less is known about whether there may be certain consumer groups that are more or less receptive to such changes. Four experiments and qualitative interviews were undertaken to gain insights into these issues. People who have a low need to belong were most impacted by changes in the icon, with effects most evident among consumers with a fearful attachment style. Feelings of rejection were found to amplify these effects. These findings have implications both for theory and practice.
dc.language.isoen_US
dc.rightsRequired Publisher Statement:.© Wiley. Reprinted with permission. All rights reserved.
dc.subjectanthropomorphism
dc.subjectattachment style
dc.subjectbelongingness
dc.subjectcharity appeals
dc.subjectnonprofits
dc.subjectnostalgia
dc.titleShould Cookie Monster Adopt a Healthy Lifestyle or Continue to Indulge? Insights into Brand Icons
dc.typearticle
dc.description.legacydownloadsLaTour43_Should_cookie_monster.pdf: 129 downloads, before Aug. 1, 2020.
local.authorAffiliationMerchant, Altaf: University of Washington Tacoma
local.authorAffiliationLaTour, Kathryn A.: kal276@cornell.edu Cornell University
local.authorAffiliationFord, John B.: Old Dominion University
local.authorAffiliationLaTour, Michael S.: Ithaca College


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