Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

Martin Reimann; Raquel Castaño; Judith Zaichkowsky; Antoine Bechara

Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

Martin Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara

Institut for Afsætningsøkonomi

Publikation: Bidrag til tidsskrift › Konferenceabstrakt i tidsskrift › Forskning › peer review

Abstract

In three experiments, this research provides novel insights into branding by studying the psychological and neurophysiological
mechanisms of how consumers relate to beloved brands. Building on self-expansion theory, the authors propose that self-expansion for a brand decreases over the relationship span, while self-inclusion of the brand increases over time.

Originalsprog	Engelsk
Tidsskrift	Advances in Consumer Research
Vol/bind	39
Sider (fra-til)	411-413
Antal sider	3
ISSN	0098-9258
Status	Udgivet - 2012
Begivenhed	39th Annual Conference of the Association for Consumer Research. ACR 2011 - Hyatt Regency St. Louis at The Arch, St. Louis, USA Varighed: 13 okt. 2011 → 16 okt. 2011 Konferencens nummer: 39

Konference

Konference	39th Annual Conference of the Association for Consumer Research. ACR 2011
Nummer	39
Lokation	Hyatt Regency St. Louis at The Arch
Land/Område	USA
By	St. Louis
Periode	13/10/2011 → 16/10/2011
Sponsor	Association for Consumer Research

Adgang til dokumentet

http://www.acrwebsite.org/volumes/v39/acr_v39_9155.pdfLicens: Ikke-specificeret
https://www7511.ssldomain.com/acrwebsite/assets/PDFs/ACR%20Proceedings%20Vol%2039.pdfLicens: Ikke-specificeret

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Persistent link

Citationsformater

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title = "Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships",

abstract = "In three experiments, this research provides novel insights into branding by studying the psychological and neurophysiologicalmechanisms of how consumers relate to beloved brands. Building on self-expansion theory, the authors propose that self-expansion for a brand decreases over the relationship span, while self-inclusion of the brand increases over time.",

author = "Martin Reimann and Raquel Casta{\~n}o and Judith Zaichkowsky and Antoine Bechara",

year = "2012",

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T1 - Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

AU - Reimann, Martin

AU - Castaño, Raquel

AU - Zaichkowsky, Judith

AU - Bechara, Antoine

N1 - Conference code: 39

PY - 2012

Y1 - 2012

N2 - In three experiments, this research provides novel insights into branding by studying the psychological and neurophysiologicalmechanisms of how consumers relate to beloved brands. Building on self-expansion theory, the authors propose that self-expansion for a brand decreases over the relationship span, while self-inclusion of the brand increases over time.

AB - In three experiments, this research provides novel insights into branding by studying the psychological and neurophysiologicalmechanisms of how consumers relate to beloved brands. Building on self-expansion theory, the authors propose that self-expansion for a brand decreases over the relationship span, while self-inclusion of the brand increases over time.

M3 - Conference abstract in journal

SN - 0098-9258

VL - 39

SP - 411

EP - 413

JO - Advances in Consumer Research

JF - Advances in Consumer Research

T2 - 39th Annual Conference of the Association for Consumer Research. ACR 2011

Y2 - 13 October 2011 through 16 October 2011

ER -