Thawing a Cold Shoulder With a Warm Brand

Can brands provide an alternative source of companionship in the wake of social rejection? Previous literature implies that brands have a relational function; however, the answer to this question still remains unclear. The results of one study provides initial support that individuals prefer and want to purchase brands with warm personalities after recalling a prior socially-threatening experience.



Citation:

Suzanne Rath and Laurence Ashworth (2015) ,"Thawing a Cold Shoulder With a Warm Brand ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 804-804.

Authors

Suzanne Rath, Queen's University, Canada
Laurence Ashworth, Queen's University, Canada



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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