C4. the Role of Attachment to a Human Brand in Improving Eating Habits
This research studies behavioural change by demonstrating the power of a human brand in influencing eating habits (through a culinary blog). A netnography and eleven interviews identify four categories of behavioural changes and substantiate the role of attachment. Two attachment antecedents are identified: brand-self connection and satisfaction of individual needs.
Amélie Guèvremont (2018) ,"C4. the Role of Attachment to a Human Brand in Improving Eating Habits", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 907-907.
Amélie Guèvremont, École des Sciences de la Gestion, UQAM
NA - Advances in Consumer Research Volume 46 | 2018
M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation
Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited
G9. The Voice From Afar: How Reverberation Affects Consumer Cognition
Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg
K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis
Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA