Seminar on Consumer-Brand Relationships First Meeting: Monday, September 24, 2018 Professor



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Day 4: Consumer’s Point of View.

Cheng, Shirley Y.Y., Tiffany Barnett White and Lan Nguyen Chaplin (2012), “The Effects of Self-Brand Connections on Responses to Brand Failure: A New Look at the Consumer-Brand Relationship”, Journal of Consumer Psychology, Vol. 22, 280-288.

Johnson, Allison R., Maggie Matear and Matthew Thomson (2011), “A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions”, Journal of Consumer Research, Vol. 38 (1) June, 108-125.

Whelan, Jodie, Allison R. Johnson, Tara C. Marshall and Matthew Thomson (2016), “Relational Domain Switching: Interpersonal Insecurity Predicts the Strength and Number of Marketplace Relationships”, Psychology & Marketing, Vol. 33 (6), 465-479.

Reimann, Martin, Sandra Nunez and Raquel Castano (2017), “Brand-Aid”, Journal of Consumer Research, 44, 673-691.

Huang, Xun (Irene), Zhongqiang (Tak) Huang and Robert S. Wyer Jr. (2018), “The Influence of Social Crowding on Brand Attachment”, Journal of Consumer Research, Vol. 44, 1068-1084.



1 I have pulled most of this content from Prof. Jay Anand’s (Ohio State University) syllabus on Research Methods.



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