How You Are With Mike Tells Us How You Are With Nike: Relationship Between Interpersonal Attachment Styles and Brand Attachment

Hyewon Cho, University of Illinois at Urbana-Champaign, USA
Tiffany White, University of Illinois at Urbana-Champaign, USA
We argue and demonstrate that highly avoidant people, who tend to be detached in their interpersonal relationships, form stronger self-brand connections with exclusive brands than consumers who are low in avoidance. We also explore whether exclusive brands provide emotional comfort to consumers who are high versus low in avoidance.
[ to cite ]:
Hyewon Cho and Tiffany White (2013) ,"How You Are With Mike Tells Us How You Are With Nike: Relationship Between Interpersonal Attachment Styles and Brand Attachment ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.