Fostering and Leveraging Consumer-Brand Relationships : A Psychological Distance Perspective

We demonstrate that brand relationships affect perceptions of a brand’s closeness to the self, resulting in mindset congruency effects when matched with an appropriate construal level. Brand relationships that are closer (distal) to the self yield improved evaluations when brand information is processed at a low (high) construal level

MoreLess

Year of publication:	2017
Authors:	Connors, Scott ; Khamitov, Mansur ; Rotman, Jeff ; Thomson, Matthew ; Perkins, Andrew
Publisher:	[S.l.] : SSRN
Subject:	Konsumentenverhalten \| Consumer behaviour \| Beziehungsmarketing \| Relationship marketing \| Persönlichkeitspsychologie \| Personality psychology \| Psychologie \| Psychology
Description of contents:	Abstract [papers.ssrn.com]

Extent:	1 Online-Ressource (8 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN: Association for Consumer Research, Pages: 151-157 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments December 1, 2016 erstellt Volltext nicht verfügbar
Classification:	M3 - Marketing and Advertising ; M30 - Marketing and Advertising. General ; M31 - Marketing ; M37 - Advertising ; M39 - Marketing and Advertising. Other ; D12 - Consumer Economics: Empirical Analysis
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014121675