Patterns of Emotional Brand Experiences Across Cultures: the Role of Context and Social Orientation of Emotions

There is a lack of frameworks predicting under what conditions different brand emotions will be observed across cultures. We address this limitation by focusing on the social orientation of emotions and field dependency theories. One important finding is that brands evoke theoretically atypical emotions in an interdependent culture.


Alexander Jakubanecs, Magne Supphellen, Hege-Mathea Haugen , Njål Sivertstøl, and Nhat Le (2016) ,"Patterns of Emotional Brand Experiences Across Cultures: the Role of Context and Social Orientation of Emotions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 738-738.


Alexander Jakubanecs, Centre for applied research at Norwegian School of Economics
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway
Hege-Mathea Haugen , Telenor Research, Telenor Group
Njål Sivertstøl, Telenor Research, Telenor Group
Nhat Le, Norwegian School of Economics


NA - Advances in Consumer Research Volume 44 | 2016

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