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.



Citation:

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.

Authors

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework

Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA

Read More

Featured

Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

Read More

Featured

Metaphorically Transgressing the Brand Relationship

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO

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.