Understanding Dynamism in Consumers' Relationships With Brands Through Assemblage Theory

Tonya Bradford, University of Notre Dame, USA
John Schouten, Aalto University, Finland
Consumer-brand relationships (CBRs) are prevalent in individuals’ lived experiences. In contrast to prior research on CBRs, which privileges communications between a consumer and a brand, we use assemblage theory to explore a broader complement of influences that support the initiation, transformation, or dissolution of consumer-brand relationships.
[ to cite ]:
Tonya Bradford and John Schouten (2015) ,"Understanding Dynamism in Consumers' Relationships With Brands Through Assemblage Theory", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 56-61.