Warm Brands As Relationship Partners: the Dynamics of Social Exclusion, Brands, and Interpersonal Connection
We focus on the social nature of brands by investigating the dynamics of social exclusion, brands, and interpersonal connection. We find that beyond transient consumption, socially excluded consumers are willing to reconsume warm brands and accordingly feel less deprived of and less in need of social connection.
Citation:
Soyoung Kim, Sarah Moore, and Kyle Murray (2016) ,"Warm Brands As Relationship Partners: the Dynamics of Social Exclusion, Brands, and Interpersonal Connection", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 151-157.
Authors
Soyoung Kim, University of Alberta, Canada
Sarah Moore, University of Alberta, Canada
Kyle Murray, University of Alberta, Canada
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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