Turning to Brands When Close Others Turn Away: the Hydraulic Relation Between Social Support and Brand Reliance

We explore the potentially hydraulic relationship between social support and brands in providing people with a sense of self-worth, such that chronically low social support will lead people to turn more toward brands to achieving a sense of self-worth, while experienced increases in social support will decrease this tendency.



Citation:

Lili Wang, Steven Shepherd, and Tanya Chartrand (2013) ,"Turning to Brands When Close Others Turn Away: the Hydraulic Relation Between Social Support and Brand Reliance", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Lili Wang, Zhe Jiang University, China
Steven Shepherd, Duke University, USA
Tanya Chartrand, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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