Can Brands Move in from the Outside? How Moral Identity Enhances Out-Group Brand Attitudes

By W. Choi, K. Winterich. 2013

168 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/62155af80f8bb23cbb454baaf32df434672e16d5

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Weichun Zhu
2. Olivia Kolo
3. Hongwei He
4. Dennis S. Gouran

In Social Psychology

1. Weichun Zhu
2. Olivia Kolo
3. Hongwei He
4. Dennis S. Gouran
5. Iryna Gurevych
6. Ivan Habernal

In Sociology and Political Science

1. Weichun Zhu
2. Zhenping Zhang
3. J. Qi
4. Manyi Chen
5. Olivia Kolo
6. Jiaqi Liu
7. Hongwei He
8. Hong Wu

Citations in the corpus

• Understanding the Impact of Opinion Leaders’ Characteristics on Online Group Knowledge-Sharing Engagement from In-Group and Out-Group Perspectives: Evidence from a Chinese Online Knowledge-Sharing Community (2019, background): “Groups are often differentiated as strangers and friends [69], crowds and friends [70], and in-groups and out-groups [71,72].”
• Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “, 2009), and out-group brand attitude (Choi and Winterich, 2013).”