Thawing a Cold Shoulder With a Warm Brand

Suzanne Rath, Queen's University, Canada
Laurence Ashworth, Queen's University, Canada
Can brands provide an alternative source of companionship in the wake of social rejection? Previous literature implies that brands have a relational function; however, the answer to this question still remains unclear. The results of one study provides initial support that individuals prefer and want to purchase brands with warm personalities after recalling a prior socially-threatening experience.
[ to cite ]:
Suzanne Rath and Laurence Ashworth (2015) ,"Thawing a Cold Shoulder With a Warm Brand ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 804-804.