Connected Coalitions: Preserving Brand Loyalty ACRoss Distances

Amber Epp, University of Wisconsin-Madison, USA
Hope Schau, University of Arizona, USA
Linda Price, University of Arizona, USA
Contemporary family life is practiced across distances and through technologies, raising new questions about what happens to brands embedded in family activities. Defying the power of sacred activities, it is the everyday, coalitional activities that typically survive separation. Brands can act as simple prompts, “pieces of sacred,” or elaborate templates for connecting coalitions.
[ to cite ]:
Amber Epp, Hope Schau, and Linda Price (2011) ,"Connected Coalitions: Preserving Brand Loyalty ACRoss Distances", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 242-243.