Seeing the Consumer-Brand Relationship: How Relative Physical Position Influences Relationship Perceptions

Xun (Irene) Huang, Chinese University of Hong Kong, China
Xiuping Li, National University of Singapore, Singapore
Meng Zhang, Chinese University of Hong Kong, China
Consumers mentally represent different kinds of consumer-brand relationships (brands as leaders or friends) with different location metaphors (up-distant or horizontal-close). In print ads, consumers’ evaluation of a brand is influenced by the match between the promoted brand relationship and the physical position of the brand in relation to its customer.
[ to cite ]:
Xun (Irene) Huang, Xiuping Li, and Meng Zhang (2012) ,"Seeing the Consumer-Brand Relationship: How Relative Physical Position Influences Relationship Perceptions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 777-778.