Does Customer Loyalty = Faithful Partner? Inferences From Consumers’ Relationship With Brands Affect Romantic Attraction
The current research investigates the signaling value of consumer loyalty. Across three studies, we show a stronger romantic preference for loyal (vs. non-loyal) consumers. This effect is driven by observers’ inferences of relational fidelity. It is limited by the type of loyalty (attitudinal vs. behavioral) and observers’ relationship goals.
Citation:
Aybike Mutluoglu and Laurence Ashworth (2021) ,"Does Customer Loyalty = Faithful Partner? Inferences From Consumers’ Relationship With Brands Affect Romantic Attraction", 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: 512-513.
Authors
Aybike Mutluoglu, Queen's University
Laurence Ashworth, Queen's University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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