The Role of Brands in People’S Relationships

Brands play an important role in people’s relationships. In this research, I investigated how sharing the same brand influences people’s relationships at the initiation stage of one-to-one interpersonal relationships. A series of studies showed that a person’s evaluation of and willingness to initiate a relationship with another person are higher when they share the same brand than when they do not share. This effect is mediated by the perceived interpersonal similarity and moderated by the brand’s self-relevance and relationship-relevance. Sharing the same brand is more likely to facilitate relationships when the brand has high self-relevance and high relationship-relevance.


Jingjing Ma (2011) ,"The Role of Brands in People’S Relationships", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .


Jingjing Ma


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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