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This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark, interpersonal relationships.
Methodology/approach. This paper presents a conceptual argument based on a literature review.
Findings. First, I argue that our pervasive...
Citations
... Bi-residential consumers' perception is that they are offering geographical, authenticity, and price accessibility to products and brands typically inaccessible to their respective local social networks. In addition to previous research on favorite possessions, enthusiasm for a product and love for a brand (Ahuvia, 2015;Soomro et al., 2022) influence the choice of product or brand; bi-residential consumers especially link choice to perception according to accessibility in the two cities frequented. ...
Based on an exploratory study of 29 semi-structured interviews followed by a grounded theory analysis, this research explores the circulation of local products and brands enacted by bi-residential consumers with geographically dispersed networks across two places. The results show that two new consumption systems are emerging at the frontier between conventional and collaborative consumption: bi-residential and delegated consumption. In these two consumption systems, the bi-residential consumer mediates the relationship between the retailer and the final consumer, thus informally extending the retailer's downstream value chain. Bi-residential and delegated systems partly overlap but also differ from conventional or collaborative consumption systems in two ways: (a) they are linked in a modelized process sustained by the perception of ‘access’ and the ‘logistic role’ of the bi-residential consumer; (b) they are embedded in a hybrid exchange system intertwining gift-giving and monetary exchange. These consumption systems occur at the interstice between conventional and collaborative consumption. Local retailers and brands could benefit from knowledge in this area with a view to opening up new opportunities in value co-creation with bi-residential consumers.
... The sample size is small as compared to the population, therefore results must be viewed as preliminary understanding of the phenomenon, rather than a generalizable understanding. While defining salon brand-goal congruence, our research focuses on the goal of getting interpersonal acceptance based on good looks which only captures the extrinsic goal setting aspect of self-determination (Ahuvia, 2015). This research does not focus on possible intrinsic motivations of consuming beauty salon brands like gaining spiritual experience through spa and yoga therapy (Graf, 2011). ...
Purpose
This research is conducted in the context of beauty salons in India, to investigate how enhanced perceived acceptance in interpersonal relationships through consuming beauty salon services can generate narcissistic brand love among consumers via the mediation of brand happiness. It also investigates the moderating impact of consumer's anxious interpersonal attachment style and cynicism on the relationship between perceived salon brand-interpersonal acceptance goal congruence and salon brand happiness.
Design/methodology/approach
To test the hypothesized relationships, a survey was conducted among 225 regular consumers of beauty salon brands. The data were analyzed using Hayes' (2017) process macro in SPSS.
Findings
The results suggest that perceived goal congruence between beauty salon brand-interpersonal acceptance positively influences brand happiness, which in turn predicts consumer's narcissistic brand love. Consumer's anxious interpersonal attachment style positively moderates the effect of brand-interpersonal acceptance goal congruence on brand happiness, while cynicism negatively moderates the path.
Originality/value
Value of the study lies in extending interpersonal acceptance and rejection (IPAR) theory to the domain of consumer–salon brand relationship, to posit that if salon brands satisfy consumers' interpersonal acceptance goals, there is a potential for such happy consumers to love the salon brand, albeit narcissistically.
... On the basis that millennials have been described as the best educated and most culturally diverse generation, and as extremely tolerant and openminded towards different lifestyles (Noble et al., 2009), and that they grew up with economic and social uncertainty which has made them disillusioned, pragmatic and sceptical (Hennigs et al., 2012), RC is expected to influence the building of emotional relationships with brands. However, we do not expect that intrapersonal and interpersonal RC will have the same effect on consumers' BL. Ahuvia (2015) argued that 'nothing matters more than other people'; thus, when the individual perceives a brand as very important, and capable of having several meanings, then it is possible that interpersonal RC will have a positive effect on BL. This happens because interpersonal RC is more focused on the behavioural component and on interpersonal relationships, which are fundamental to what it means to be human (Ahuvia, 2015). ...
... Ahuvia (2015) argued that 'nothing matters more than other people'; thus, when the individual perceives a brand as very important, and capable of having several meanings, then it is possible that interpersonal RC will have a positive effect on BL. This happens because interpersonal RC is more focused on the behavioural component and on interpersonal relationships, which are fundamental to what it means to be human (Ahuvia, 2015). On the other hand, modern society is characterised by the depersonalised nature of its institutions, which have come to mean less to individuals (Ahuvia & Izberk-Bilgin, 2011), which leads us to posit that intrapersonal RC will have a negative effect on BL, as intrapersonal RC is more focused on how individuals adhere to the values, beliefs and practices recommended by specific institutions, that is, religious institutions. ...
... No previous study has investigated this topic, and the results contribute to the existing literature (Ahuvia, 2015) by proposing a model that further specifies the effects of the RC construct and its relationship with ICV and BL. ...
Given the lack of research into the link between the individual cultural values of the millennial generation mediated by religious commitment (RC) and brand love (BL), this research intends to the following: (a) identify the individual cultural values of the millennial generation and (b) explain how these values influence BL when mediated by RC. A quantitative methodology with structural equation modelling is used. Data were collected from members of the millennial generation in Portugal by survey questionnaire. The main findings of the data analysis showed that independence, power and tradition are the predominant individual cultural values of Portuguese millennials. The results showed that the independence individual cultural value negatively influences intrapersonal and interpersonal RC; power and tradition positively influence intrapersonal and interpersonal RC; only interpersonal RC positively influences BL. The study concludes with some insights that managers might use to address consumer-brand communications. Guidelines for further research are presented.
... Consumers are motivated, to varying degrees, to engage in mating/dating exchange behaviors in the hopes of forming short-term or long-term connections with others. These processes correspond with how relationships unfold inside non-romantic exchange settings (Ahuvia, 2015). While not romantic, these relationships are still formed with the intent of exchanging and making everyone involved better off. ...
Purpose
The purpose of this study was to investigate assortative mating processes inside Internet-dating-service settings. Unattached consumers traditionally sought to satisfy their need for love through conventional search processes, including old-fashioned match-making. That was then, this is now; dozens of internet-mediated dating websites promising romantic-love-matches currently operate internationally. These dating services cultivate dating-exchanges by offering new-fashioned match-making processes. Despite these trends, theoretical and practical questions related to how and why dating services marketers might induce superior romantic exchanges between customers by managing assortative mating processes remain unanswered until now.
Design/methodology/approach
A survey-based approach was used to test hypotheses. Pretests were conducted to develop reliable measures of assortative mating propensity. Seven subconstructs of assortative mating were identified by analyzing data from a representative sample. The measurement model was validated before hypotheses testing. The focal assortative mating construct was measured formatively; assortative mating subdimensions functioned as indicators. The model was tested by structural equation modeling.
Findings
Assortative mating processes facilitated superior preference-selection outcomes for individuals seeking consumer-to-consumer romantic relationships inside internet-mediated service settings. Insights were generated about how and why assortative mating processes exercised positive effects on consumers’ attitudes toward online dating and about how dating services marketers might leverage assortative mating tendencies to benefit consumers.
Originality/value
A novel concept was introduced to the services marketing literature, as were several theoretical implications. The study simultaneously measured consumers’ propensities to engage in assortative mating and captured the effects of various physical/behavioral consumer characteristics. This study develops new and practical insights about how dating service marketers could manage the effects of assortative mating processes.
... Why brand love requires "relationship warmers" Ahuvia (2022) notes that in consumer contexts, the word "love" is often used loosely to indicate excellence; "I love your shoes" is just another way of saying "those are really great shoes." But consumers are readily able to distinguish between times when they use the word love to mean "excellent" and when they truly love something (Ahuvia, 1993(Ahuvia, , 2015. Since brand love involves more than excellence, what else does it contain? ...
... That is because the people we care about give our lives meaning and purpose, and this rubs off on items like family photos that are symbolically connected to those people. Similarly, when brands become symbolically connected to these important other people, the brand also takes part in some of the meaningfulness of those human relationships (Ahuvia, 2015). ...
Purpose
Building meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship between the consumer and the service brand – is created through relationships between the consumer and other people. Specifically, we explore how brand love is created through the social relationships consumers form with other consumers.
Design/methodology/approach
This conceptual paper synthesizes the literature on consumer-brand relationships, brand community, social support and service providers, psychological ownership and brand love in the context of services.
Findings
This paper suggests that consumers love brands that are meaningful to them. Brands can become more meaningful to consumers by facilitating interpersonal connections and helping consumers define their identity. The connection between social relationships with other consumers and brand love is mediated by the consumer's level of perceived membership in the community. For some consumers, perceived membership grows to the point of becoming perceived psychological ownership of the community, where the consumer feels a sense of responsibility for the brand's and the community's well-being.
Originality/value
This paper advances theoretical understanding of how brand love operates in services and how it can be enhanced through services’ management.
... Going beyond the BIAF claim that social perception applies to brands, consumer-brand relations could develop because of the same basic drives that make social relationships essential to humans (Ahuvia, 2015). In this theory, just as for human relationships, consumer-brand relations then develop brand communities and brand love. ...
People form impressions about brands as they do about social groups. The Brands as Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content Model (SCM) two dimensions of consumers' brand perception: warmth (worthy intentions) and competence (ability). The BIAF dimensions and their predictive validity have replicated the general primacy of warmth (intentions) and developed the congruence principle of fit to context. BIAF domains include various brands, product design, and countries as origins of products and as travel destinations. Brand anthropomorphism plays a role in perceiving brands' morality, personality, and humanity. Consumer–brand relations follow from anthropomorphism: perceived brand‐self congruence, brand trust, and brand love. Corporate social (ir)responsibility and human relations, especially warm, worthy intent, interplay with BIAF dimensions, as do service marketing, service recovery, and digital marketing. Case studies describe customer loyalty, especially to warm brands, corresponds to profits, charitable donations, and healthcare usage. As the SCM and BIAF evolve, research potential regards the dimensions and beyond. BIAF has stood the tests of time, targets (brands, products, and services), and alternative theory (brand personality, brand relationships), all being compatible. Understanding how people view corporations as analogous to social groups advances theory and practice in consumer psychology.
... Beach cleans, mostly performed in groups could be a way to get social modeling of relevant behaviors that help to cope with the plastic problem. However, social modeling could also have adverse effects in the context of plastic pollution as parents, peers or influencers might function as negative role models consuming large amounts of plastic (Ahuvia, 2015). Consciously choosing positive role models can be a way out of this dilemma. ...
Environmental degradation and how we care for our planet are some of the greatest challenges the world is up against at this moment. These challenges has received increased focus in both, research and the public sphere. So far, most of this attention revolved around adult’s attitudes and behavior. However, environmental engagement amongst the younger generation gains in popularity. Using plastic pollution as a case, this qualitative study aims to acquire insights into the mental models of children. We collected qualitative data during an innovative, structured workshop according to the “Nature In Your Face” (NIYF) framework. The approach challenges the assumption that the societal change can be achieved gradually, with non-invasive techniques. Instead, we explore the potential of disruption to push citizens out of their comfort zone, thereby making room for co-creation. The disruption was performed by confronting 36 fifth graders from a Norwegian primary school, with disturbing images of plastic contaminating their local shorelines. The data was obtained by using the workshop framework, combined with semi-structured group interviews. The interview data was analyzed by means of thematic analysis. We found that the disruptions triggered emotional reactions like anger and fear. With these emotions as a driving force, the first workshop step was introduced, the Framing of the problem. The next step, Twisting the problem, was reflected in the children developing their own, creative solutions and creatively engaged with them in groups. The last step, Using, was only touched upon in the workshop and is therefore beyond the scope of this paper. Our results indicate that there are three prominent themes reflecting how children discuss plastic pollution. The children talked about their (1) Emotions related to plastic pollution, (2) Attitudes related to plastic, and (3) Perceptions of plastic pollution. These themes were further subdivided into different types of emotions, characteristics of plastic as a material as well as perceptions on different locations of unnecessary plastic. Psychologically, the mechanisms underlying the identified themes were linked to eco-anxiety, denial, self-efficacy, and cognitive dissonance. We conclude that disruptive eco-visualization can create an emotional response amongst children, which can be transformed into co-creation of ideas.
... In a day and age where marketing's adage is "if it doesn't spread it's dead" (Jenkins et al. 2013), understanding why and how consumers are willing to invest scarce personal resources in brands is high on the academic research agenda (Kannan and Li 2017;Lamberton and Stephen 2016). Research has demonstrated that for engagement behaviors specifically, "nothing matters to people than people" (Ahuvia 2015). On the social media stage, people use brands as props to build identity and fuel relationships (Eelen, Özturan, and Verlegh 2017). ...
... As Ahuvia (2015) asserts, especially on social media "nothing matters more to people than other people"; the very act of creating content requires so much effort that a relatively mundane reason such as a product's low quality may not be enough to motivate consumers to create more content. In other words, most consumers choose not to invest too much of their limited time and energy in something that plays such a relatively unimportant role in their lives. ...
This research examines whether perceptions of brand equity influence consumers’ propensity to engage with brand-related content on social media. By combining two frameworks: consumer-based brand equity (CBBE) and consumers’ online brand-related activities (COBRAs) we develop two conceptual models and empirically test their validity. Using survey data from respondents across a range of brands, we estimate conceptual models from both a macro- and a micro-relationship perspective. From the macro-relationship perspective, findings suggest that consumer-based brand equity positively drives consumers’ behavioral engagement with brands on social media. From the micro-relationship perspective, findings indicate that brand associations influence the consumption and contribution of brand-related social media content, while brand loyalty additionally influences the creation of brand-related social media content. Finally, brand quality was found to negatively effect consumers’ behavioral engagement: the lower the perceived quality, the more individuals consume and contribute brand-related content to social media.
... Furthermore, experiences with nature have often been found to contribute to well-being (Russell et al., 2013). Interestingly, all of these activities do not per se involve consumption, and interpersonal relationships has been found to be central for individuals' enjoyment of these activities (Ahuvia, 2015). The NiYF methodology as a social activity could therefore in itself contribute to substitute consumption based with social activitybased happiness. ...
The paper describes an innovative structured workshop methodology in garden-based-learning (GBL) called “Nature in Your Face” (NiYF) aimed at provoking a change in citizens behavior and engagement as a consequence of the emotional activation in response to disruptive artistic messages. The methodology challenges the assumption that the change needed to meet the carbon targets can be reached with incremental, non-invasive behavior engineering techniques such as nudging or gamification. Instead, it explores the potential of disruptive communication to push citizens out of their comfort zones and into creative modes of re-creating futures. This is done by confronting us with consequences of consumption by means of art and eco-visualizations. The aim being to achieve awareness, mental flexibility, and spurring debate. Thus, we invite them to react – and act upon these reactions by communicating their feelings or thoughts. This is used as an entrance point for broader and/or deeper engagement in a structured three-step methodology; (1) Framing: A disruptive element is introduced into the local environment. This triggers an emotional reaction, which then is taken up in a process of framing the problem and working with solutions. (2) Twisting: in a guided process, the initial energy from the emotional confrontation is twisted into a creative exploration of innovative solutions, from the perspective of the children. (3) Using: The last stage is using the developed solutions in the local social system (or refining them further). The methodology is being applied in cooperation with a primary school, and is iteratively adjusted and evaluated in a formative, action-research based approach scenario. NiYF is to stimulate societal engagement through deliberately confronting stakeholders with unexpected and potentially upsetting appearances of nature, climate effects, or carbon-neutral lifestyle scenarios. We have verified the practical usefulness and potential of the methodology and found that NiYF triggers societal engagement and transition, negotiating responsibilities and unlocking action potentials. We also found that eco-anxiety, denial, self-efficacy and cognitive dissonance form children’s understanding of plastic. The project marks a paradigm shift from creating knowledge to using knowledge to create action, and a focus on learning from evaluating and adapting the approach in the field.
... Second, although luxury consumption can communicate status and wealth of the consumer to others (Ahuvia, 2015;Han, Nunes, & Drèze, 2010;J. Lee, Ko, & Megehee, 2015;Veblen, 1899Veblen, /1994, there are other indicators of status present in the social environment, which can affect observers' perceptions of the luxury consumer jointly with consumption cues. ...
The present research focuses on luxury (vs. non-luxury) consumption in a workplace setting, a social environment integral to consumers' everyday life, and theorizes that interpersonal inferences based upon luxury (vs. non-luxury) consumption cues will depend upon relative status in the workplace (e.g., managers vs. employees). Across five studies, we show that i) luxury (vs. non-luxury) consumption by higher-status consumers has negative effects on observers' reactions due to inferences of lack of warmth; whereas ii) luxury (vs. non-luxury) consumption by lower-status consumers has positive effects on observers' reactions due to inferences of competence. We further explore how this reversal and the underlying inferential mechanism are altered by observer characteristics (implicit self-theories, employee/investor emphasis on warmth/competence) and signal characteristics (luxury brand prominence, impression motive cues). Together, our findings demonstrate how the mixed signals of luxury consumption are interpreted in the workplace, with implications for consumers, marketers, and the workplace itself.
