The Self-Expanding Process of Falling in Love With a Brand

Maria A. Rodas, University of Minnesota, USA
Carlos J. Torelli, University of Minnesota, USA
To explore the antecedents of brand love, this research finds evidence that arousing consumption leads to falling in love with a brand and that this process is mediated by self-expansion. Furthermore, we find evidence that another path to self-expansion, namely the direct acquisition of resources, also leads to brand love.
[ to cite ]:
Maria A. Rodas and Carlos J. Torelli (2015) ,"The Self-Expanding Process of Falling in Love With a Brand", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 181-185.