Navigation Links
Some Consumers See Brands as Extensions of Themselves
Date:11/19/2010

FRIDAY, Nov. 19 (HealthDay News) Hardcore aficionados of particular brands feel so strongly about their choice that they can suffer separation anxiety if they have to buy a different brand, a new study suggests.

The findings suggest that these consumers regard brands as extensions of themselves, said the researchers at the Marshall School of Business at the University of Southern California. This, in turn, explains consumers' devotion to particular items, fans' intense responses to celebrity deaths, and the despair of teens who can't have their favorite brand of jeans, the researchers added.

The USC team developed a brand attachment scale and then tested the scale on consumers of a number of prominent brands. Overall, the greater the attachment to a brand, the greater sacrifices in time, energy and money a consumer will make to connect or remain connected to the brand.

Although their findings were positive, the researchers also noted that some studies have found consumers can have "strong negative dissociations between the brand and self." When this occurs, brand relationships can include "motivations to inflict harm on the brand," as seen in some bad behavior among sports fans. These adversarial brand relationships, the study authors wrote, also deserve future research.

The study appears in the November issue of the Journal of Marketing.

More information

The Media Awareness Network explains how companies target children and teens.

-- Robert Preidt

SOURCE: University of Southern California, news release, Nov. 4, 2010; Journal of Marketing, November 2010.


'/>"/>
Copyright©2010 ScoutNews,LLC.
All rights reserved  

Page: 1

Related medicine news :

1. Money, drugs and chicken feet? What consumers will do for social acceptance
2. Online Broker Lets Consumers Choose The Price of Life Insurance
3. Older Chinese consumers perceive themselves younger than actual age
4. Skincancer.com Launches With Latest News, Information and Help for Consumers/Patients and Physicians
5. Are Fish Oil Supplements a Waste of Money? Healthy-Oil-Planet.com Helps Consumers Make Informed Decisions on Nutritional Supplements
6. Banks Flock to New Credit Card Debt Relief Formula that Shows Consumers how to Reduce Credit Card Debt for Pennies
7. Newly Relaunched Autoinsurance.net Offers Consumers Smart Tips To Consider When Purchasing Car Insurance
8. Consumers over age 50 should consider steps to cut copper and iron intake
9. Sokolove Law Helps Thousands of Consumers Fight Unfair Disability Insurance Denial
10. My Health and Money Helps Consumers Stretch Their Healthcare Dollars and Make Better Choices
11. Findatopdoc.com Uses Cutting Edge Technology in Bringing the Leading Physicians of the World Directly to Your Computer For Consumers to Find a Top Doctor
Post Your Comments:
*Name:
*Comment:
*Email:
Related Image:
Some Consumers See Brands as Extensions of Themselves
(Date:6/27/2016)... ... June 27, 2016 , ... "FCPX editors can now reveal their media with ... X," said Christina Austin - CEO of Pixel Film Studios. , ProSlice Color ... users can now reveal the media of their split screens with growing colorful ...
(Date:6/27/2016)... ... June 27, 2016 , ... TopConsumerReviews.com recently awarded their ... Eyeglasses . , Millions of individuals in the United States and Canada wear eyeglasses. ... way to both correct vision and make a fashion statement. Even celebrities use glasses ...
(Date:6/26/2016)... ... , ... PawPaws brand pet supplements owned by Whole Health Supply ... health of felines. The formula is all-natural and is made from Chinese herbs that ... Cat Kidney Support Supplement Soft Chews are Astragalus Root Extract and Rehmannia Root ...
(Date:6/25/2016)... ... June 25, 2016 , ... Austin residents seeking Mohs surgery services, can ... Surgery and to Dr. Russell Peckham for medical and surgical dermatology. , Dr. Dorsey ... cancer. The selective fellowship in Mohs Micrographic Surgery completed by Dr. Dorsey was under ...
(Date:6/25/2016)... ... June 25, 2016 , ... As a lifelong Southern Californian, Dr. Omkar ... M.D from the David Geffen School of Medicine at UCLA. He trained in Internal ... complete his fellowship in hematology/oncology at the UCLA-Olive View-Cedars Sinai program where he had ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... -- MedSource announced today that it has selected Datatrial,s ... choice.  This latest decision demonstrates MedSource,s commitment to ... by offering a state-of-the-art electronic data capture (EDC) ... the EDC platform of choice in exchange for ... long been a preferred EDC platform by our ...
(Date:6/23/2016)... , June 23, 2016  In a startling report released ... failing their residents by lacking a comprehensive, proven plan to eliminate ... a definitive ranking of how states are tackling the worst drug ... only four states – Kentucky , ... Vermont . Of the 28 failing states, three – ...
(Date:6/23/2016)... 2016 Research and Markets has announced ... report to their offering. ... a favourable commercial environment for MedImmune to enter. The US ... will serve to drive considerable growth for effective anti-influenza medications. ... cap sales considerably, but development is still in its infancy. ...
Breaking Medicine Technology: