Brand Are Like Friends: Goals and Interpersonal Motives Influence Attitudes Toward Preferred Brands

The present studies suggest similarities between consumers’ interpersonal relationships and brand relationships. Specifically, this research indicates ways in which consumers draw closer to brands that facilitate specific goal pursuits, in the same way that consumers draw closer to acquaintances who facilitate these goals.


Christopher Long, Philip Gable, Christina Albee, and Courtney Boerstler (2011) ,"Brand Are Like Friends: Goals and Interpersonal Motives Influence Attitudes Toward Preferred Brands", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Christopher Long, Ouachita Baptist University, USA
Philip Gable, Texas A&M University, USA
Christina Albee, Ouachita Baptist University, USA
Courtney Boerstler, University of Oregon, USA


NA - Advances in Consumer Research Volume 38 | 2011

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