Warm Brands As Relationship Partners: Social Exclusion and Consumer-Brand Relationships

Soyoung Kim, University of Alberta, Canada
Sarah Moore, University of Alberta, Canada
Kyle Murray, University of Alberta, Canada
We focus on the social nature of brands by investigating the effect of social exclusion on consumers’ consumption and reconsumption of warm brands. We find that socially excluded consumers are more likely to be emotionally attached to warm brands and are more willing to reconsume these brands.
[ to cite ]:
Soyoung Kim, Sarah Moore, and Kyle Murray (2015) ,"Warm Brands As Relationship Partners: Social Exclusion and Consumer-Brand Relationships", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 793-793.