The Effects of Resources on Brand and Interpersonal Connection

Autor: Danielle J. Brick, Gavan J. Fitzsimons, Tanya L. Chartrand
Rok vydání: 2017
Předmět:
Zdroj: Journal of the Association for Consumer Research. 2:78-92
ISSN: 2378-1823
2378-1815
Popis: Although social connections have long been considered a fundamental human motivation and deemed necessary for well-being, recent research has demonstrated that having greater resources is associated with weaker social connections. In the present research, we posit that individuals with greater resources still have a need to connect and are using other sources for connection, namely brands. Across five studies, we test and find support for the theory that resource level shifts the preferred source of social connection from people to brands. Specifically, we find that individuals with more resources have stronger connections and are more satisfied with their brands, suggesting that these individuals place more emphasis on these relationships. We also find that perceiving greater resources leads to greater connection, purchase intention, and willingness to pay for a new brand, demonstrating that resource level influences both existing brand relationships and the creation of new ones. In addition, we ...
Databáze: OpenAIRE
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