My Brand and I, and Others Between Us: the Influence of Interpersonal Relationships on Consumer-Brand Relationships

Despite their contextual nature, consumer-brand relationships are assumed independent of external interpersonal relationships (e.g., significant others). Across three studies we show that when a product symbolizes an external relationship (e.g., it was a gift), changes in that relationship may impact consumers’ feelings of Self-Brand connection and consequently their brand evaluations.



Citation:

Marina Carnevale and Lauren Block (2012) ,"My Brand and I, and Others Between Us: the Influence of Interpersonal Relationships on Consumer-Brand Relationships ", 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: 1131-1131.

Authors

Marina Carnevale, Fordham University, USA
Lauren Block, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.

Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid

Read More

Featured

When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, 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.