2-C: “We Are Breaking Up”: the Direct and Mediating Effects of Conceptual Metaphors on Brand Relationships

Across three experiments, this research investigates the effects of relationship metaphors (e.g., “breaking-up”) on brand relationship strength. Drawing on conceptual metaphor theory, this work demonstrates that consumers who break a pencil (vs. put together a puzzle) have a weaker (vs. stronger) brand relationship. These effects are mediated by persuasion.



Citation:

Alberto Lopez, Martin Reimann, and Raquel Castaño (2017) ,"2-C: “We Are Breaking Up”: the Direct and Mediating Effects of Conceptual Metaphors on 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: 1046-1046.

Authors

Alberto Lopez, Tecnológico de Monterrey, Mexico
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, Mexico



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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