The Impact of Activating Time Versus Money on Emotional Brand Attachment
Three studies demonstrate that activating the concept of time (vs. money) increase consumers’ emotional attachment to brands. When primed with time, consumers feel closer to a brand, boosting their emotional attachment to the brand. However, this effect becomes insignificant when consumers consider their relationships with sincere (vs. exciting) brands.
Qingfeng Hou and Hongyan Yu (2018) ,"The Impact of Activating Time Versus Money on Emotional Brand Attachment", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 51-52.
Qingfeng Hou, Sun Yat-sen University, China
Hongyan Yu, Sun Yat-sen University, China
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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