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.



Citation:

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.

Authors

Amélie Guèvremont, École des Sciences de la Gestion, UQAM



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Featured

Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Featured

Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

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.