I Do It Out of Love! the Role of Brand Attachment Cues in Consumption Related Bragging

Tejvir Sekhon, Boston University, USA
Barbara Bickart, Boston University, USA
Remi Trudel, Boston University, USA
Susan Fournier, Boston University, USA
We demonstrate that bragging via mentioning high status brands on social media does not lead to negative evaluations if the communication includes cues signaling attachment to the mentioned brand. Three studies show that brand attachment cues lead to intrinsic (relative to extrinsic) motive inferences for brand mentioning mitigating negative evaluations.
[ to cite ]:
Tejvir Sekhon, Barbara Bickart, Remi Trudel, and Susan Fournier (2015) ,"I Do It Out of Love! the Role of Brand Attachment Cues in Consumption Related Bragging", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 197-202.