Brand Flings and the Transitional Self

Susan Fournier, Boston University, USA
Claudio Alvarez, Boston University, USA
This study provides a phenomenological illumination of one under-explored but resonant brand relationship: the fling. Thematic results support brand flings as transitional objects that satisfy playful, experimental goals. Flings provide comforting and creative spaces in which to engage the different senses of “me” and “not me” that form as individuals develop and grow.
[ to cite ]:
Susan Fournier and Claudio Alvarez (2011) ,"Brand Flings and the Transitional Self", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.