The Ties That Bind: Consumer Engagement and Transference With a Human Brand

Cristel Russell, University of Auckland, New Zealand
Hope Jensen Schau, University of Arizona, USA
We analyze the process consumers go through when television programs featuring human brands with which fans presume an active relationship are discontinued, and assess the processes of transference to subsequent programs featuring the same actor and role. We find that consumers who experience strong bonds with the original series are more likely to seek out the characters in their spin-off afterlife and to develop strong bonds with the characters in the afterlife, including reruns and subsequent roles. Unfortunately, these fans experience transference impediments as the new program alters/evolves the character; the human brand is not the same in new contexts.
[ to cite ]:
Cristel Russell and Hope Jensen Schau (2010) ,"The Ties That Bind: Consumer Engagement and Transference With a Human Brand", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 37-40 .