For Love of Brand and Community: Why Self-Brand Connection Changes the Nature of Social Comparisons Involving Prestige Brands

Consequences of self-brand connection for emotions experienced during social comparisons involving products are examined. Self-brand connection (measured implicitly and explicitly across studies) decreases the typically hostile reactions to envy documented in previous research. Self overlap with prestige brand owners mediates these effects.



Citation:

Jill Sundie, Daniel Beal, Andrew Perkins, and James Ward (2012) ,"For Love of Brand and Community: Why Self-Brand Connection Changes the Nature of Social Comparisons Involving Prestige Brands", 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: 987-988.

Authors

Jill Sundie, University of Texas at San Antonio, USA
Daniel Beal, Rice University, USA
Andrew Perkins, University of Western Ontario, Canada
James Ward, Arizona State University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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