Brand priming effect on consumers’ financial risk taking behavior

Taking the perspective of brand priming theory, this study proposes that brands associated with an audacious personality trait may influence consumers to be take more risks in making subsequent decisions. Two experiments, run in sport brands contexts, showed that individuals exposed to brands with h...

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Podrobná bibliografie

Vydáno v:	RAUSP Management Journal
Hlavní autoři:	Danielle Mantovani, Fábio Henrique Silva Galvão
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Universidade de São Paulo 2017
Témata:	Administración y Contabilidad
On-line přístup:	https://www.redalyc.org/articulo.oa?id=553863955003 https://www.redalyc.org/journal/5538/553863955003/ https://www.redalyc.org/journal/5538/553863955003/html/ https://www.redalyc.org/journal/5538/553863955003/553863955003.epub https://www.redalyc.org/journal/5538/553863955003/movil https://doi.org/10.1016/j.rausp.2016.09.002
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