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.
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.
Original language | English |
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Journal | Advances in Consumer Research |
Volume | 39 |
Pages (from-to) | 411-413 |
Number of pages | 3 |
ISSN | 0098-9258 |
Publication status | Published - 2012 |
Event | 39th Annual Conference of the Association for Consumer Research. ACR 2011 - Hyatt Regency St. Louis at The Arch, St. Louis, United States Duration: 13 Oct 2011 → 16 Oct 2011 Conference number: 39 |
Conference
Conference | 39th Annual Conference of the Association for Consumer Research. ACR 2011 |
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Number | 39 |
Location | Hyatt Regency St. Louis at The Arch |
Country/Territory | United States |
City | St. Louis |
Period | 13/10/2011 → 16/10/2011 |
Sponsor | Association for Consumer Research |