A Framework For Exploring the Spectrum of Consumer-Brand Connections Using Utopian Theory

Rebecca Dare, The University of Melbourne, Australia
Angela Paladino, The University of Melbourne, Australia
Yoshihisa Kashima, The University of Melbourne, Australia
This research presents a novel contribution to consumer-brand bonds by exploring brand connection motivated by utopian consumer desires. This research reveals utopian thought as motivating everyday consumption and consumer-brand connection. Furthermore, the spectrum of brand connections are influenced by utopian function processes and mixed emotion towards utopia.
[ to cite ]:
Rebecca Dare, Angela Paladino, and Yoshihisa Kashima (2015) ,"A Framework For Exploring the Spectrum of Consumer-Brand Connections Using Utopian Theory", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 504-505.