My Brand and I, and Others Between Us: the Influence of Interpersonal Relationships on Consumer-Brand Relationships

Marina Carnevale, Fordham University, USA
Lauren Block, Baruch College, USA
Despite their contextual nature, consumer-brand relationships are assumed independent of external interpersonal relationships (e.g., significant others). Across three studies we show that when a product symbolizes an external relationship (e.g., it was a gift), changes in that relationship may impact consumers’ feelings of Self-Brand connection and consequently their brand evaluations.
[ to cite ]:
Marina Carnevale and Lauren Block (2012) ,"My Brand and I, and Others Between Us: the Influence of Interpersonal Relationships on Consumer-Brand Relationships ", 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: 1131-1131.