Brand (In)Fidelity: When Flirting With the Competition Strengthens Brand Relationships

Although infidelity harms romantic relationships, we propose that unfaithfulness to one's favorite brand can positively impact one’s relationship with a favorite brand. Compared to faithful consumers, consumers who flirt with a competing brand misattribute the resulting flirting-induced arousal to their favorite brand, and feel even greater desire for it.


Irene Consiglio , Daniella Kupor, Michael Norton, and Francesca Gino (2013) ,"Brand (In)Fidelity: When Flirting With the Competition Strengthens Brand Relationships", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Irene Consiglio , Erasmus University Rotterdam, The Netherlands
Daniella Kupor, Stanford University, USA
Michael Norton, Harvard Business School, USA
Francesca Gino, Harvard Business School, USA


NA - Advances in Consumer Research Volume 41 | 2013

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