Fostering and Leveraging Consumer-Brand Relationships: a Psychological Distance Perspective

We demonstrate that brand relationships affect perceptions of a brand’s closeness to the self, resulting in mindset congruency effects when matched with an appropriate construal level. Brand relationships that are closer (distal) to the self yield improved evaluations when brand information is processed at a low (high) construal level.



Citation:

Scott Connors, Mansur Khamitov, Jeff D. Rotman, Matthew Thomson, and Andrew Perkins (2016) ,"Fostering and Leveraging Consumer-Brand Relationships: a Psychological Distance Perspective", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 151-157.

Authors

Scott Connors, Carson College of Business, Washington State University, USA
Mansur Khamitov, Ivey Business School, Western University, Canada
Jeff D. Rotman, Ivey Business School, Western University, Canada
Matthew Thomson, Ivey Business School, Western University, Canada
Andrew Perkins, Carson College of Business, Washington State University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages

Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University

Read More

Featured

R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More

Featured

H5. Being Looked Up or Being Looked Down? The Divergent Effects of Camera Angle on Nonanthropomorphized and Anthropomorphized Product in Ads

Changchun Xuan, Xiamen University
Rui Chen, Xiamen University
Jing Jiang, Suzhou Broadcasting System
Bin Yu, Tsingtao Brewery Company Limited
Jingjia Peng, Icartoon Culture & Media Corporation ltd
Shengdong Lin, Xiamen University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.