Creating Life-Stories Creating Happiness: Autobiographical Memories and the Psychological Mechanism of Consumers’ Long-Lasting Self-Brand Connections

We explored qualitatively consumers’ autobiographical memories and the psychological mechanism of long-lasting self-brand connections based on a grounded theory approach. Findings highlight 1) the essential role of positive self-representation emerged from the dramatic episode 2) the fact that consumers create life-stories related to the brand 3) happiness as the critical mediator as well as the purpose of self-brand connections.



Citation:

Sunmyoung Cho and Ae-Ran Koh (2012) ,"Creating Life-Stories Creating Happiness: Autobiographical Memories and the Psychological Mechanism of Consumers’ Long-Lasting Self-Brand Connections", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 412-413.

Authors

Sunmyoung Cho, Yonsei University, Seoul, Korea
Ae-Ran Koh, Yonsei University, Seoul, Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



Share Proceeding

Featured papers

See More

Featured

E5. Volunteer Motivations for Direct versus Indirect Service

Abigail Schneider, Regis University
Eric Hamerman, Iona College

Read More

Featured

More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

Read More

Featured

‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

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.