Somewhere Out There: the Power of Brands to Act As Virtual Proxies Signifying Safety and Representing Home During Intense Risk-Filled Separations

Hope Jensen Schau, University of Arizona, USA
Mary C. Gilly, University of California Irvine, USA
Mary Wolfinbarger Celsi, California State University Long Beach, USA
Deployment is stressful both for military personnel and their loved ones. But technology now enables rich and frequent communication with home. Based on historical documents, interviews and online military forums, we find that individuals use comfort brands and military-endorsed brands to symbolically co-create safety and proximity during separation.
[ to cite ]:
Hope Jensen Schau, Mary C. Gilly, and Mary Wolfinbarger Celsi (2013) ,"Somewhere Out There: the Power of Brands to Act As Virtual Proxies Signifying Safety and Representing Home During Intense Risk-Filled Separations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.