The brand, me, and the other: The influence of external interpersonal relationships on consumer-brand relationships
Item
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Title
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The brand, me, and the other: The influence of external interpersonal relationships on consumer-brand relationships
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Identifier
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d_2009_2013:e34f7509c268:11291
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identifier
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11726
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Creator
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Carnevale, Marina,
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Contributor
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Lauren Block
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Date
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2012
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Language
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English
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Publisher
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City University of New York.
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Subject
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Marketing | brands | consumer-brand | contextual | interpersonal | relationships | symbolic
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Abstract
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Research suggests that people form relationships with brands in the same way they do with each other. Despite the contextual nature of relationships, the effects of external interpersonal relationships (e.g., significant others) on consumer-brand relationships remain unexplored. In the current research, I develop and test a theoretical model that explains how external interpersonal relationship dynamics impact consumer-brand relationships. Three studies show that when a product symbolizes an external relationship (e.g., through a gift scenario), changes in that relationship, such as episodes of dissolution (e.g., a break up) or reinforcement (e.g., becoming exclusive), influence the relationship that consumers have with the brand that identifies the product. Specifically, my results show that episodes of dissolution (vs. reinforcement) impact the extent to which individuals feel connected to the brand and, consequently, a series of brand-related behaviors, such as less (more) favorable attitudes, purchase intentions, and recommendation ratings. In the third study, I replicate these effects while ruling out mood as an alternative explanation. Importantly, my findings indicate that implications of interpersonal relationship episodes stretch beyond the original product to any product in a brand's portfolio. Thus, results demonstrate that consumer-brand relationships do not solely mirror human relationships - they also are affected by them. Findings also have important implications for managers promoting and positioning their brands as means of reinforcing desirable social relationships.
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Type
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dissertation
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Source
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2009_2013.csv
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degree
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Ph.D.
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Program
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Business
