Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

Martin Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara

Research output: Contribution to journalConference abstract in journalResearchpeer-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.
Original languageEnglish
JournalAdvances in Consumer Research
Volume39
Pages (from-to)411-413
Number of pages3
ISSN0098-9258
Publication statusPublished - 2012
Event39th Annual Conference of the Association for Consumer Research. ACR 2011 - Hyatt Regency St. Louis at The Arch, St. Louis, United States
Duration: 13 Oct 201116 Oct 2011
Conference number: 39

Conference

Conference39th Annual Conference of the Association for Consumer Research. ACR 2011
Number39
LocationHyatt Regency St. Louis at The Arch
CountryUnited States
CitySt. Louis
Period13/10/201116/10/2011
SponsorThe Association for Consumer Research

Cite this

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.
Reimann, Martin ; Castaño, Raquel ; Zaichkowsky, Judith ; Bechara, Antoine. / Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships. In: Advances in Consumer Research. 2012 ; Vol. 39. pp. 411-413.
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Reimann, M, Castaño, R, Zaichkowsky, J & Bechara, A 2012, 'Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships', Advances in Consumer Research, vol. 39, pp. 411-413.

Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships. / Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith; Bechara, Antoine.

In: Advances in Consumer Research, Vol. 39, 2012, p. 411-413.

Research output: Contribution to journalConference abstract in journalResearchpeer-review

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AU - Bechara, Antoine

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