This Brand Is Mine: Brand Psychological Ownership As a Distinct Construct and Powerful Driver of Consumer Behavior
Marketers often aim to make consumers experience a brand as “mine”, i.e. they hope to initiate psychological ownership (PO) for their brand. Across three studies we show that brand PO is a conceptually distinct construct with explanatory power above and beyond other brand relationship constructs such as attachment.
Citation:
Bernadette Kamleitner, Sophie Süssenbach, Carina Thürridl, and Ruta Ruzeviciute (2016) ,"This Brand Is Mine: Brand Psychological Ownership As a Distinct Construct and Powerful Driver of Consumer Behavior ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 740-740.
Authors
Bernadette Kamleitner, Wirtschafts University, Austria
Sophie Süssenbach, Wirtschafts University, Austria
Carina Thürridl, Wirtschafts University, Austria
Ruta Ruzeviciute, Wirtschafts University, Austria
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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