publication . Article . 2016

Why nonprofits are easier to endorse on social media: the roles of warmth and brand symbolism

Bernritter, S.F.; Verlegh, P.W.J.; Smit, E.G.;
Open Access English
  • Published: 01 Feb 2016 Journal: Journal of Interactive Marketing, volume 33, pages 27-42 (issn: 1094-9968, Copyright policy)
  • Publisher: Elsevier
Abstract
Brands often seek endorsements by consumers on social media (e.g., likes on Facebook). But is this marketing strategy feasible for all brands? To answer this question, this research investigates in seven studies the processes that underlie consumers' intention to endorse brands on social media. We suggest that consumers aim to signal their identity by endorsing brands online. Based on the Brands as Intentional Agents Framework and related research in (social) cognition and consumer behavior, we argue that consumers on social media primarily want to emphasize their warmth rather than their competence. Experimental studies 1, 2, and 3 distinguish between nonprofit...
Subjects
free text keywords: Marketing, Business and International Management
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publication . Article . 2016

Why nonprofits are easier to endorse on social media: the roles of warmth and brand symbolism

Bernritter, S.F.; Verlegh, P.W.J.; Smit, E.G.;