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
Share Proceeding
Featured papers
See MoreFeatured
L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers
Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA
Featured
Understanding the Framing of Recommendations
Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Featured
From Novice to Know-it-All: How Google-Based Financial Learning Affects Financial Confidence and Decisions
Adrian Ward, University of Texas at Austin, USA
Tito L. H. Grillo, University of Texas at Austin, USA
Philip M. Fernbach, University of Colorado, USA