The Self-Expanding Process of Falling in Love With a Brand

To explore the antecedents of brand love, this research finds evidence that arousing consumption leads to falling in love with a brand and that this process is mediated by self-expansion. Furthermore, we find evidence that another path to self-expansion, namely the direct acquisition of resources, also leads to brand love.


Maria A. Rodas and Carlos J. Torelli (2015) ,"The Self-Expanding Process of Falling in Love With a Brand", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 181-185.


Maria A. Rodas, University of Minnesota, USA
Carlos J. Torelli, University of Minnesota, USA


NA - Advances in Consumer Research Volume 43 | 2015

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