Understanding Dynamism in Consumers' Relationships With Brands Through Assemblage Theory
Consumer-brand relationships (CBRs) are prevalent in individuals’ lived experiences. In contrast to prior research on CBRs, which privileges communications between a consumer and a brand, we use assemblage theory to explore a broader complement of influences that support the initiation, transformation, or dissolution of consumer-brand relationships.
Tonya Bradford and John Schouten (2015) ,"Understanding Dynamism in Consumers' Relationships With Brands Through Assemblage Theory", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 56-61.
Tonya Bradford, University of Notre Dame, USA
John Schouten, Aalto University, Finland
NA - Advances in Consumer Research Volume 43 | 2015
Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School
Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption
Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA
Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism
Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands