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



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