19-I: How Brand Preference Similarity Influences Married Couples’ Brand Variety Seeking Over Time

This research examines how married consumers’ brand preference similarity influences brand variety seeking behavior. Findings contribute to extant work on shared brand consumption and variety seeking by illustrating how romantic relationship partners engage in purposeful brand variety seeking as a part of their relationships.



Citation:

Anna Vredeveld and Selcan Kara (2017) ,"19-I: How Brand Preference Similarity Influences Married Couples’ Brand Variety Seeking Over Time", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1064-1064.

Authors

Anna Vredeveld, Berry College, USA
Selcan Kara, University of Massachusetts - Dartmouth, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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