When and Why Metaphors Affect Consumer–Brand Relationships

When and why do metaphors influence consumer–brand relationships? Building on the notion that metaphors structure relationships, three studies offer empirical evidence that metaphors and brand transgressions interactively shape consumer–brand relationships through inclusion of brand in self. Different methods (lab, longitudinal-field, archival) and assessments (psychometric, behavioral) are used.



Citation:

Alberto Lopez, Martin Reimann, and Raquel Castaño (2020) ,"When and Why Metaphors Affect Consumer–Brand Relationships", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1080-1085.

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 48 | 2020



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