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:10/22/2014)... Hay House is pleased to announce the official ... Life (Paperback; $10.82) written by the highly esteemed Tommy Rosen, ... book is meant to help readers of all kinds end ... , Recovery 2.0 is not the average self-help book, or ... guide for what comes next. For many, Alcoholics ...
(Date:10/22/2014)... October 22, 2014 Losing Weight Your Body’s ... is staring you in the face, it certainly can be ... do your body an extra favor by doing it the ... crash diets. Instead, listen to your body, exercise regularly, and ... is essential to losing weight; you need to exercise more ...
(Date:10/22/2014)... By Steven Reinberg ... -- Infants who quickly add weight and length may be ... study suggests. In adults, certain genes have been linked ... promote proportionate gains in fat and lean muscle, the researchers ... be heavier and taller. By ages 2 and 3, however, ...
(Date:10/22/2014)... taken by Firestone officials at the company,s rubber ... spread of the disease there and could prove effective ... provides health services to about 80,000 employees, retirees, their ... Between Aug. 1 and Sept. 23, there were 71 ... That incidence rate of 0.09 percent was much lower ...
(Date:10/20/2014)... October 20, 2014 Allegheny General Hospital’s ... that enables physicians to repair a damaged mitral valve ... MitraClip system, developed by Abbott Vascular , ... progressive and life-threatening condition in which the heart’s mitral ... flow backward from the heart’s left ventricle into the ...
Breaking Medicine News(10 mins):Health News:Hay House Announces The Official Release of Recovery 2.0: Move Beyond Addiction and Upgrade Your Life 2Health News:Hay House Announces The Official Release of Recovery 2.0: Move Beyond Addiction and Upgrade Your Life 3Health News:ReductionGuruMD Presents Ways to Improve Your Weight Loss Results 2Health News:Tall, Heavy 1-Year-Olds May Be at Risk for Obesity Later, Study Finds 2Health News:Tire Company Sets Standard for Ebola Care in Liberia: CDC 2Health News:Allegheny General Hospital Introduces New, Beating-Heart Procedure for Mitral Valve Repair 2Health News:Allegheny General Hospital Introduces New, Beating-Heart Procedure for Mitral Valve Repair 3
... HealthDay Reporter , MONDAY, Sept. 5 (HealthDay ... may be creeping into the U.S. blood supply and ... researchers report. , Babesiosis is a parasitic infection that ... blood transfusion. Symptoms range from mild flu-like symptoms to ...
... University,s Mailman School of Public Health heightens concerns over ... of ubiquitous chemicals known as phthalates. Phthalates are a ... endocrine system, and are widely used in consumer products ... shampoos. Recent studies of school-age children have provided ...
... PAUL, Minn. Psychogenic non-epileptic seizures may go undiagnosed for much ... study published in the September 6, 2011, print issue of ... of Neurology. This type of seizure is different from seizures ... origin. "People with psychogenic seizures are often diagnosed with ...
... in a study published in the Archives of General Psychiatry ... serotonin (a brain chemical related to mood), may serve as ... stress disorder (PTSD) following a trauma. "One of ... at risk for developing the disorder following a trauma, while ...
... Reporter , MONDAY, Sept. 5 (HealthDay News) -- Growing ... vaccines, which could indicate that resistance to children,s inoculations ... getting better, but we still have a fair way ... immunization services division at the National Center for Immunization ...
... , MONDAY, Sept. 5 (HealthDay News) - Rudeness ... the workplace, a new study shows. Researchers from Baylor ... that stress home with them, which can have negative effects ... jobs. The researchers explained that when employees go home ...
Cached Medicine News:Health News:Tick-borne Illness May Lurk in Blood Supply 2Health News:Tick-borne Illness May Lurk in Blood Supply 3Health News:Prenatal exposure to phthalates linked to decreased mental and motor development 2Health News:Non-epileptic seizures may be misdiagnosed longer in veterans 2Health News:The search for predictors of risk for PTSD 2Health News:More U.S. 'Tweens' Getting Recommended Vaccines 2Health News:More U.S. 'Tweens' Getting Recommended Vaccines 3Health News:Boorish Co-Workers Can Damage Your Home Life 2
(Date:10/22/2014)... , Oct. 22, 2014   Surefire Medical , ... systems designed to maximize targeted delivery of embolization agents ... announce that oncologist John R. Daniels , MD ... Center, and surgical oncologist Steven C. Katz , ... the Company,s Scientific Advisory Board (SAB).    ...
(Date:10/22/2014)... , Oct. 22, 2014 WHEN: Wednesday, October ... complimentary registration available at: http://bit.ly/1yStiU9 ... Vidyasekar and Visionary Innovation Research Group Senior ... electricity, self-assembling materials, nanobots and flexible electronics ... will transform our lives in the coming ...
(Date:10/22/2014)... Oct. 22, 2014  AcelRx Pharmaceuticals, Inc. (NASDAQ: ... from the  IAP310 study have been published in ... a peer-reviewed journal with broad, multidisciplinary readership. IAP310 ... the safety and efficacy of Zalviso, also referred ... for the treatment of post-operative pain in patients ...
Breaking Medicine Technology:Surefire Medical's Scientific Advisory Board Expands, Broadens Clinical Trial Expertise 2Futuristic Technologies That Will Transform Our World Beyond 2030 2Futuristic Technologies That Will Transform Our World Beyond 2030 3Futuristic Technologies That Will Transform Our World Beyond 2030 4AcelRx Announces Publication of Zalviso Phase 3 Abdominal Trial Results 2
... Mich., Jan. 23, 2012  Researchers at the University of ... and found that less expensive, more effective tests are ... of patients receiving neuropathy diagnoses undergo high-cost, low-yield MRIs ... according to the study that will be published Jan. ...
... FALLS, N.Y., Jan. 23, 2012  Niagara Thermal Products LLC ... & Sons, Inc. The acquisition brings together two highly ... value custom thermal solutions in the aerospace, defense and ... ) "The addition of Kittredge,s industry recognized ...
Cached Medicine Technology:Neuropathy Patients More Likely to Receive High-cost, Low-yield Screening Instead of More Effective Tests 2Neuropathy Patients More Likely to Receive High-cost, Low-yield Screening Instead of More Effective Tests 3Niagara Thermal Products LLC Announces the Acquisition of J. Kittredge & Sons, Inc. 2Niagara Thermal Products LLC Announces the Acquisition of J. Kittredge & Sons, Inc. 3
Curved osteotome for bone removing....
... new Spectral system is a combination Spectral ... Ophthalmoscope (SLO) system that provides suberb, high-quality ... structure. With the advancements of spectral technology, ... up to 27,000 A-Scans per second and ...
... The SC is an ... cardiology loads, with the ability ... studies, spot views, Myocardial perfusion ... offering a low cost and ...
... intended for: embolization of those intracranial aneurysms ... or the patient's general medical condition - ... be a) very high risk for management ... GDC is also intended for embolization of ...
Medicine Products: