Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
Previous literature has shown that social identity influences consumer decision-making towards branded products. However, its influence on ones' own sensory perception of an ingroup (or outgroup) associated brand's product (i.e. sponsor) is seldom documented and little understood. Here, we...
Main Authors: | , , , |
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Format: | Article |
Language: | English |
Published: |
Public Library of Science (PLoS)
2021-01-01
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Series: | PLoS ONE |
Online Access: | https://doi.org/10.1371/journal.pone.0254940 |