Metaphorically Transgressing the Brand Relationship
Across three experiments and one field-longitudinal study, this research investigates the effects of relationship metaphors and brand transgressions on brand relationship strength. This work demonstrates that in the face (vs. absence) of a transgression, consumers who break a pencil (vs. put together a puzzle) have a weaker (vs. stronger) brand-relationship.
Alberto Lopez, Martin Reimann, and Raquel Castaño (2018) ,"Metaphorically Transgressing the Brand Relationship", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 170-176.
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO
NA - Advances in Consumer Research Volume 46 | 2018
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