Carrying the Torch For the Brand: Inferring Brand Attachment From Logo Signals

Ted Matherly, Oklahoma State University, USA
Amna Kirmani, University of Maryland, USA
Observers infer that individuals using logo signals – branded objects that do require the user to own one of the brand’s core products – do so for value expressive reasons, and that these individuals are viewed as more attached to the brand compared to those using the brand’s core products.
[ to cite ]:
Ted Matherly and Amna Kirmani (2012) ,"Carrying the Torch For the Brand: Inferring Brand Attachment From Logo Signals ", 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: 1077-1078.