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
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