Business, Management and Accounting
4 years ago

Brands and Consumers: Unveiling the Secrets of Relationship Dynamics.

Journal of Consumer Research
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Susan Fournier

Paper Summary

The article explores the relationships between consumers and brands. The researchers studied how people form connections with the brands they use. They found that consumers see brands as having personalities and develop emotional attachments to them. This emotional bond influences their purchasing decisions and loyalty to specific brands.

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