Power and Brand Compatibility in Close Relationships: a Dyadic Investigation

Grainne Fitzsimons, Duke University, USA
Danielle Brick, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Little is known about the role brand preferences play in close relationships. We introduce the term brand compatibility, the extent to which romantic partners have similar brand preferences, to examine how it affects life satisfaction. We find that the effects vary depending upon perceived power in the relationship.
[ to cite ]:
Grainne Fitzsimons, Danielle Brick, Tanya Chartrand, and Gavan Fitzsimons (2013) ,"Power and Brand Compatibility in Close Relationships: a Dyadic Investigation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.