Article1984

Brand Congruence in Interpersonal Relations: A Social Network Analysis

Peter H. Reingen · Jacqueline Johnson Brown · Stephen B. Seidman

186 citations0/0 files storedJournal of Consumer Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Previous studies dealing with the notion of brand congruence suffer from questionable methods of group determination, suspect demonstrations of brand congruence effects, and inadequate attention paid to types of social relation. To overcome these shortcomings, the present study uses graph-theoretic social network techniques to examine interpersonal relationships and brand choice behavior in natural environments. The brand choices of individuals in a social relationship were compared to those of unrelated individuals across various products, types of social relation, and types of basic sociological structure (dyad, clique, and 2-plex). While significant brand congruence effects were obtained, they were clustered in a few products mediated by types of social relation. Conspicuousness of the product, as traditionally defined, was found to be insufficient to account for these findings.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 186 citations exist upstream.

References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1954A Theory of Social Comparison Processes 1955A study of normative and informational social influences upon individual judgment.1961EFFECTS OF GROUP PRESSURE UPON THE MODIFICATION AND DISTORTION OF JUDGMENTS 1981Consumer behavior and marketing action 1975Informational and Normative Social Influence in Buyer Behavior 1981Attitudes, intentions, and behavior: A test of some key hypotheses.1980Models of Network Structure

Cited by

2008Consumers’ Reliance on Product Information and Recommendations Found in UGC 2007Measuring the value of electronic word of mouth and its impact in consumer communities 2014Examining the antecedents of persuasive eWOM messages in social media 2010Commentary—Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion 2014The Influence of Social Media Intensity and EWOM on Conspicuous Consumption

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.