We share; we connect: how shared brand consumption influences relational brand connections |
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Authors: | Selcan Kara William T. Ross Jr. |
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Affiliation: | 1. Charlton College of Business, University of Massachusetts Dartmouth, Dartmouth, MA, USASelcan Kara and Anna J. Vredeveld contributed equally to this work.;2. School of Business, University of Connecticut, Storrs, CT, USA |
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Abstract: | 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. |
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Keywords: | brand relationships interpersonal relationships marriage relational brand connection shared brand consumption special versus mundane consumption Structural Equation Modeling |
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