For Love of Brand and Community: Why Self-Brand Connection Changes the Nature of Social Comparisons Involving Prestige Brands

Jill Sundie, University of Texas at San Antonio, USA
Daniel Beal, Rice University, USA
Andrew Perkins, University of Western Ontario, Canada
James Ward, Arizona State University, USA
Consequences of self-brand connection for emotions experienced during social comparisons involving products are examined. Self-brand connection (measured implicitly and explicitly across studies) decreases the typically hostile reactions to envy documented in previous research. Self overlap with prestige brand owners mediates these effects.
[ to cite ]:
Jill Sundie, Daniel Beal, Andrew Perkins, and James Ward (2012) ,"For Love of Brand and Community: Why Self-Brand Connection Changes the Nature of Social Comparisons Involving Prestige Brands", 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: 987-988.