This study examines the effect of brand morality and brand competence on explicit and implicit brand attitude and whether identification mediates this effect. The study has a two (morality: low x...Show moreThis study examines the effect of brand morality and brand competence on explicit and implicit brand attitude and whether identification mediates this effect. The study has a two (morality: low x high) by two (competence: low x high) factorial experimental between-subjects design. The experiment was conducted with the Qualtrics Domain of Leiden University. The results of four ANOVA’s showed that both brand morality and brand competence affect consumers’ explicit and implicit brand attitude, with a larger effect of brand morality. The first regression analysis showed that identification influences the effect of both brand morality and brand competence on explicit brand attitude, with a slightly larger effect of brand morality. The second regression analysis showed that identification influences the effect of brand competence on implicit brand attitude but does not influence the effect of brand morality on implicit brand attitude. Theoretical and practical implications, limitations, and suggestions for further research are discussed.Show less
