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.



Citation:

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.

Authors

Luis Abreu, Duke University
Gavan Fitzsimons, Duke University



Volume

NA - Advances in Consumer Research Volume 49 | 2021



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