Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

In three experiments, this research provides novel insights into branding by studying the psychological and neurophysiological mechanisms of how consumers relate to beloved brands. Building on self-expansion theory, the authors propose that self-expansion for a brand decreases over the relationship span, while self-inclusion of the brand increases over time.



Citation:

Martin Reimann, Raquel Castaño, Judith Zaichkowsky, and Antoine Bechara (2011) ,"Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 411-413.

Authors

Martin Reimann, University of Southern California, USA
Raquel Castaño, Tecnológico de Monterrey, México
Judith Zaichkowsky, Copenhagen Business School, Denmark
Antoine Bechara, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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