Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

Martin Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara

Publikation: Bidrag til tidsskriftKonferenceabstrakt i tidsskrift

Abstrakt

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.
OriginalsprogEngelsk
TidsskriftAdvances in Consumer Research
Vol/bind39
Sider (fra-til)411-413
Antal sider3
ISSN0098-9258
StatusUdgivet - 2012
Begivenhed39th Annual Conference of the Association for Consumer Research. ACR 2011 - Hyatt Regency St. Louis at The Arch, St. Louis, USA
Varighed: 13 okt. 201116 okt. 2011
Konferencens nummer: 39

Konference

Konference39th Annual Conference of the Association for Consumer Research. ACR 2011
Nummer39
LokationHyatt Regency St. Louis at The Arch
LandUSA
BySt. Louis
Periode13/10/201116/10/2011
SponsorThe Association for Consumer Research

Citationsformater

Reimann, M., Castaño, R., Zaichkowsky, J., & Bechara, A. (2012). Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships. Advances in Consumer Research, 39, 411-413.