Shared Brand Consumption and Relational Brand Connections

Selcan Kara, University of Connecticut, USA
Anna J. Vredeveld, University of Connecticut, USA
This research examines how married consumers form relational brand connection. Findings contribute to extant work on brand connections by showcasing how shared brand consumption and marital satisfaction influence the nature of the consumer’s connection to the brand and the perceived importance of the brand to the marital relationship.
[ to cite ]:
Selcan Kara and Anna J. Vredeveld (2015) ,"Shared Brand Consumption and Relational Brand Connections", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 584-585.