Do Consumers Want to Be Close With All Their Most Preferred Brands?
Marketers want their brands to have close consumer-brand relationships. But, do consumers want to be close with all their brands? Across a wide variety of categories, we find consumers do not always develop close relationships with their most preferred brands. We explore possible reasons using natural language processing techniques.
Luis Abreu and Gavan Fitzsimons (2021) ,"Do Consumers Want to Be Close With All Their Most Preferred Brands?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 930-930.
Luis Abreu, Duke University
Gavan Fitzsimons, Duke University
NA - Advances in Consumer Research Volume 49 | 2021
G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal
Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA
N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment
Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln
D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna