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“Brands as Intentional Agents”: Questions and extensions
Author(s) -
MacInnis Deborah J.
Publication year - 2012
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2011.10.004
Subject(s) - proposition , psychology , common ground , raising (metalworking) , advertising , marketing , social psychology , business , epistemology , philosophy , geometry , mathematics
The notion that consumers' relationships with brands can be characterized in ways that resemble their relationships with people is gaining considerable ground in the areas of consumer behavior and branding. Kervyn, Fiske and Malone's “Brands as Intentional Agents” offers additional support for this basic proposition. The authors argue that the ability to translate research on human social interaction relationships with brand relationships provides useful insights into brand positioning and brand communications. This author, while raising a few general questions about the SCM and BIAF models, identifies additional research questions in the consumer behavior and branding domains that might be informed by the basic components of the SCM model.