Merchants of Hope: Enhancing Hope Through Brand Community

While recent consumer research on emotions has surfaced to examine the construct of hope, little attention has been devoted to the processes through which consumers enhance hope. This research contributes to consumer research on hope by examining how hope is enhanced over time in a brand community. Our findings show that brand community membership allows consumers to build hope by developing agency and pathway thoughts. We also show how hope-building process varies as a function of lay theories consumers hold about their abilities.



Citation:

Mariam Beruchashvili, James Gentry, and Risto Moisio (2008) ,"Merchants of Hope: Enhancing Hope Through Brand Community", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Mariam Beruchashvili, California State University, Northridge
James Gentry, Universtiy of Nebraska, Lincoln
Risto Moisio, California State University, Long Beach



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account

Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School

Read More

Featured

When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

Read More

Featured

P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions

Min Jung Kim, Manhattan College

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.