Relating Badly to Brands
Journal of Consumer Psychology, 23 (2), 253-264, 2013
12 Pages Posted: 11 Dec 2013
Date Written: January 1, 2013
Our commentary seeks to inform the nature of consumers' brand relationships by focusing on the negative pole of Park et al.'s Attachment-Aversion continuum. We argue that the distinction between positively- and negatively-valenced relationships matters, and open opportunities to further our knowledge about what makes a brand relationship “bad.” Two theoretical extensions are offered: (1) additional negativity dimensions beyond brand-self distance including pathology, power, and self- versus brand-focused emotionality; and (2) distinctions between neutrality and variations of emotional ambivalence “in the middle” of the Attachment-Aversion spectrum. Our call is for a science of negative relationships concerning the negative outcomes, processes, states, and attributes of consumers' relationships with brands.
Keywords: Brands, Brand Relationships, Consumer Behavior, Customer Relationship Management
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