All You Need Is Love: Focusing on Brand Attachment Self-Affirms Against Social Loss

Social loss is painful, and consumers draw on accessible relationships to reduce this pain. By testing two predictions about the role of brand relationships in the context of loss, authors find brand attachment is self-affirming (buffering) but not socially fulfilling (remedying). Furthermore, when attachment reduces pain, consumers reward attached brands.


Joshua Beck and Sokiente Dagogo-Jack (2014) ,"All You Need Is Love: Focusing on Brand Attachment Self-Affirms Against Social Loss", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 408-409.


Joshua Beck, University of Washington, USA
Sokiente Dagogo-Jack, University of Washington, USA


NA - Advances in Consumer Research Volume 42 | 2014

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