All You Need Is Love: Focusing on Brand Attachment Self-Affirms Against Social Loss

Joshua Beck, University of Washington, USA
Sokiente Dagogo-Jack, University of Washington, USA
Social loss is painful, and consumers draw on accessible relationships to reduce this pain. By testing two predictions about the role of brand relationships in the context of loss, authors find brand attachment is self-affirming (buffering) but not socially fulfilling (remedying). Furthermore, when attachment reduces pain, consumers reward attached brands.
[ to cite ]:
Joshua Beck and Sokiente Dagogo-Jack (2014) ,"All You Need Is Love: Focusing on Brand Attachment Self-Affirms Against Social Loss", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 408-409.