The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA...

Although marketing managers and customers often seek information to make decisions or gain knowledge, we know little about what affects individual judgments of the value of received information. We argue that, in settings where information comes from multiple information providers with whom the...

Considerable research suggests that advertising executional cues can influence communication effectiveness. Related research indicates that communication effectiveness is in part driven by consumers'motivation, opportunity, and ability (MOA) to process brand information from an ad. However,...