Seeing the Consumer-Brand Relationship: How Relative Physical Position Influences Relationship Perceptions

Consumers mentally represent different kinds of consumer-brand relationships (brands as leaders or friends) with different location metaphors (up-distant or horizontal-close). In print ads, consumers’ evaluation of a brand is influenced by the match between the promoted brand relationship and the physical position of the brand in relation to its customer.



Citation:

Xun (Irene) Huang, Xiuping Li, and Meng Zhang (2012) ,"Seeing the Consumer-Brand Relationship: How Relative Physical Position Influences Relationship Perceptions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 777-778.

Authors

Xun (Irene) Huang, Chinese University of Hong Kong, China
Xiuping Li, National University of Singapore, Singapore
Meng Zhang, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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