Pankaj Aggarwal

TL;DR: In this paper, the authors propose that when consumers form relationships with brands, they use norms of interpersonal relationships as a guide in their brand assessments, and that an adherence to or a violation of these relationship norms influences the appraisal of the specific marketing action and also the overall brand evaluations.

TL;DR: In this paper, the authors propose schema congruity as a theoretical basis for examining the effectiveness and consequences of product anthropomorphism and find that the ability of consumers to anthropomorphize a product and their consequent evaluation of that product depend on the extent to which that product is endowed with characteristics congruent with the human schema.

TL;DR: For example, this paper found that consumers are more likely to assimilate behavior associated with anthropomorphized partner brands that they like, consistent with the goal of drawing in the liked coproducer, and servant brands they dislike, and push the disliked would-be helper away by signaling self-sufficiency.

TL;DR: The authors propose relationship norms as a moderator of the specific information processing strategy adopted by consumers when evaluating a brand and test the hypothesis that norms of a communal relationship lead to brand attributes being evaluated at a higher level of abstraction relative to those of an exchange relationship.

TL;DR: A significant effect of the degree of collectivism versus individualism present in a national culture on the propensity to offer bribes to international business partners is found and suggests that collectivism promotes bribery through lower perceived responsibility for one’s actions.