The Effects of Intimacy on Consumer-Brand Relationships

Katharina Guese, University of Lausanne, Switzerland
Karine Gautschi Haelg, University of Lausanne, Switzerland
Within the last two decades, the existence of consumer-brand relationships has become a controversial issue in the brand management literature. The degree of intimacy was evaluated in the context of an experiment to provide deeper insight into this field of research as intimacy is one facet of the brand relationship construct. A scenario-based 2 (intimate/ non intimate) x 2 (anthropomorphized/ non anthropomorphized) ANCOVA was conducted. First, the results show that marketers can establish an intimate brand relationship. Secondly, the findings underline the important role of intimacy in consumer-brand relationships and reveal its effect on consumer brand perception.
[ to cite ]:
Katharina Guese and Karine Gautschi Haelg (2009) ,"The Effects of Intimacy on Consumer-Brand Relationships", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1001-1001.