2-T: the Effect of Brand Heritage and Brand Authenticity on Consumer-Brand Relationships

Drawing on consumer-brand relationships theory, this paper examines the brand heritage and the brand authenticity as determinants of the consumer self-reinforcing assets. The findings show that the effect of these brand stimuli on brand-self distance occurs through experiential and hedonic benefits delivered from the brand.



Citation:

Francielle Frizzo, Jose Carlos Korelo, and Paulo Henrique Prado (2017) ,"2-T: the Effect of Brand Heritage and Brand Authenticity on Consumer-Brand Relationships", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1027-1027.

Authors

Francielle Frizzo, Federal University of Parana, Brazil
Jose Carlos Korelo, Federal University of Parana, Brazil
Paulo Henrique Prado, Federal University of Parana, Brazil



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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