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We share; we connect: how shared brand consumption influences relational brand connections
Author(s) -
Kara Selcan,
Vredeveld Anna J.,
Ross William T.
Publication year - 2018
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21089
Subject(s) - consumption (sociology) , perspective (graphical) , brand management , psychology , advertising , brand relationship , interpersonal communication , brand awareness , affect (linguistics) , business , social psychology , sociology , social science , communication , artificial intelligence , computer science
This research examines how married consumers form relational brand connections. Findings from two studies contribute to research on identity‐related brand consumption by showcasing how shared brand consumption and marital satisfaction influence relational brand connections and the perceived importance of the brand to the marital relationship. This research has important theoretical contributions and managerial implications. From a theoretical perspective, the authors show how consumers incorporate brands into their interpersonal relationships through shared brand consumption and that relational brand connections influence brand‐related outcomes, such as brand attitudes, purchase intentions, brand affect, and brand separation distress. From a managerial perspective, the findings highlight the importance of considering relational aspects of brand consumption when designing branding strategy and advertising appeals.