Article2012

“Brands as Intentional Agents”: Questions and extensions

55 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Abstract The notion that consumers' relationships with brands can be characterized in ways that resemble their relationships with people is gaining considerable ground in the areas of consumer behavior and branding. Kervyn, Fiske and Malone's “Brands as Intentional Agents” offers additional support for this basic proposition. The authors argue that the ability to translate research on human social interaction relationships with brand relationships provides useful insights into brand positioning and brand communications. This author, while raising a few general questions about the SCM and BIAF models, identifies additional research questions in the consumer behavior and branding domains that might be informed by the basic components of the SCM model.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1991Attachment styles among young adults: A test of a four-category model.1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2002A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition.1997Dimensions of Brand Personality 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 1980Loss, sadness and depression 2012Brands as intentional agents framework: How perceived intentions and ability can map brand perception

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