Connected Coalitions: Preserving Brand Loyalty Across Distances

Contemporary family life is practiced across distances and through technologies, raising new questions about what happens to brands embedded in family activities. Defying the power of sacred activities, it is the everyday, coalitional activities that typically survive separation. Brands can act as simple prompts, “pieces of sacred,” or elaborate templates for connecting coalitions.


Amber Epp, Hope Schau, and Linda Price (2011) ,"Connected Coalitions: Preserving Brand Loyalty Across Distances", 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: 242-243.


Amber Epp, University of Wisconsin-Madison, USA
Hope Schau, University of Arizona, USA
Linda Price, University of Arizona, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More


Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More


Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.