Brand (In)Fidelity: When Flirting With the Competition Strengthens Brand Relationships

Brand (In)Fidelity: When Flirting With the Competition Strengthens Brand Relationships

Although infidelity harms romantic relationships, we propose that unfaithfulness to one's favorite brand can positively impact one's relationship with a favorite brand. Compared to faithful consumers, consumers who flirt with a competing brand misattribute the resulting flirting-induced ar...

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Bibliographische Detailangaben
Hauptverfasser: Consiglio, Irene, Kupor, Daniella, Norton, Michael, Gino, Francesca
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Brand identification
Consumer behavior
Personal relationships
Studies
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Beschreibung
Zusammenfassung:Although infidelity harms romantic relationships, we propose that unfaithfulness to one's favorite brand can positively impact one's relationship with a favorite brand. Compared to faithful consumers, consumers who flirt with a competing brand misattribute the resulting flirting-induced arousal to their favorite brand, and feel even greater desire for it.
ISSN:0098-9258