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

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