How You Are With Mike Tells Us How You Are With Nike: Relationship Between Interpersonal Attachment Styles and Brand Attachment

We argue and demonstrate that highly avoidant people, who tend to be detached in their interpersonal relationships, form stronger self-brand connections with exclusive brands than consumers who are low in avoidance. We also explore whether exclusive brands provide emotional comfort to consumers who are high versus low in avoidance.

Citation:

Hyewon Cho and Tiffany White (2013) ,"How You Are With Mike Tells Us How You Are With Nike: Relationship Between Interpersonal Attachment Styles and Brand Attachment ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.