Psychological Underpinnings of Brands
Abstract
Research in psychology has shown that even routinely experienced everyday objects such as brands can trigger cognitively engaging, emotional, and socially meaningful experiences. In this article, we review three key areas where current advances reside: brands as passive objects with utilitarian and symbolic meanings, brands as relationship partners and regulators of personal relationships, and brands as creators of social identity with social...
Paper Details
Title
Psychological Underpinnings of Brands
Published Date
Jan 4, 2021
Journal
Volume
72
Issue
1
Pages
585 - 607
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