Self-Brand Attraction: an Interpersonal Attraction Approach to Brand Relationships

Lora Harding, Northwestern University, USA
Ashlee Humphreys, Northwestern University, USA
What is a brand relationship? In this paper, we build from previous research on brand relationships (Fournier 1998) and personalities (Aaker 1997) to further specify the interpersonal workings of consumer relationships with brands. By applying interpersonal attraction theory (Byrne 1971), we find that two things are required for a close brand relationship. First, consumers must perceive that the brand “person” has similar attitudes on a wide variety of topics (e.g., politics, music). Second, the brand’s attitude toward the consumer must also be considered in that the positive relationship between self-brand similarity and brand relationship closeness holds only when consumers feel the brand does not like them more than they like the brand.
[ to cite ]:
Lora Harding and Ashlee Humphreys (2010) ,"Self-Brand Attraction: an Interpersonal Attraction Approach to Brand Relationships", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 809-810 .