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Marina Carnevale and Lauren Block Baruch College, City University of New York.

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Presentation on theme: "Marina Carnevale and Lauren Block Baruch College, City University of New York."— Presentation transcript:

1 Marina Carnevale and Lauren Block Baruch College, City University of New York

2 Introduction Current Research Do social, external (to consumer-brand) relationships impact consumer brand relationships? What are the mechanisms underlying these effects?

3 Current research Social External Relationships Consumer-Brand Relationships (e.g., Fournier 1998; Johnson, Matear, Thompson 2011) (e.g., Sherry 1983; Ruthet al. 1999)

4 Theoretical Model Self-Brand Connection c Study 1 Study 2 External Relationship Episode Affect towards the external party Brand-related Behaviors

5 Study 1: Method Three sessions, 3 weeks apart Pretest: brand stimulus selection Part 1: prior SBC Part II: Relationship episode (Reinforcement vs. Dissolution) N=39 Relationship story development; manipulation Affect towards the external party Filler tasks Dependent Variable (SBC) Manipulation checks

6 Study 1- Results Affect towards the external party Negative (F (1, 38) = 41.12; p <.001) *** Positive (F (1, 38) = 137.9; p <.001) *** Participants in the dissolution (reinforcement) condition experienced significantly higher levels of negative (positive) affect towards the external party

7 Study 1-Results Participants in the dissolution (reinforcement) condition displayed significantly lower (higher) levels of SBC (F (1, 37) = 5.25; p <.05) Bootstrapping method, cross sectional mediation (Preacher and Hayes 2004, 2008; Zhao, Lynch, and Chen 2010): Negative affect mediates the effects of relationship episode on SBC (a x b = -.80; CI: -1.89 to -.01 ) while positive affect does not (CI: -1.73 to 2.11) Stronger impact of negative (vs. positive) information on consumer’s evaluations (e.g., Ito, Larsen, Smith, and Cacioppo 1998) -> significant difference of SBC largely explained by negative affect in the dissolution condition Self-Brand Connection External Relationship Episode

8 Study 2- Method Objective Replicate and build on study 1 (brand-related behaviors) Design Relationship episode (Reinforcement vs. Dissolution) Procedure (study 1-part II) N= 117 Manipulation: same as study 1, except for pdt category (cell phone) and brand (fictitious) Process measures (affect towards external party, association with the external party and pdt/brand) DVs (SBC, Attitude, PI, Avoidance pdt/brand)

9 Study 2- Results Desire of avoidance: significantly higher (lower) for those in the dissolution (reinforcement) condition Product ( M D = 4.11 vs. M R = 2.04; F (1, 113) =99.94; p <.001) Brand (M D = 3.52 vs. M R = 1.95 ; F (1, 113) =23.97; p <.001) Changes in external relationships go beyond those on the gifted product; rather, they spill over to the brand Participants in the dissolution (vs. reinforcement) condition displayed significantly lower: Self-Brand Connections (M D = 3.51 vs. M R = 5.00) Attitude towards the Brand (M D = 3.98 vs. M R = 5.25) (All Fs (1,116) > 10, p ≤.001)

10 Study 2- Results Purchase Intentions (F (1, 116) = 14. 68; p <.001) Participants in the dissolution (vs. reinforcement) condition displayed significantly lower (higher) purchase intentions However, this only happened for relatively more fitting product categories *** (F (1, 116) =.02; p >.1) High FitLow Fit

11 Study 2- Results Process measures As in study 1, participants in the dissolution (vs. reinforcement) condition experienced significantly higher levels of negative affect (F (1, 115) = 347.48; p <.001 ) and lower levels of positive affect towards the external party (F (1, 116) = 588.84; p <.001) Associations of the external party with both the product and the brand did not vary significantly across conditions (p>. 10) -> High association of the external party with the product/brand, regardless of relationship episode

12 Study 2- Mediation Analysis Self-Brand Connection c External Relationship Episode Affect towards the external party a x b = -1.59; CI: -2.99 to -.04 Bootstrapping method; 5,000 bootstrap resamples, 95% bias-corrected and accelerated CI (Preacher and Hayes 2004, 2008; Zhao et al. 2010) Brand-related Behaviors AttitudePI Pdt/Brand Avoidance a x b = -1.59; CI: -2.99 to -.04 a x b = -0.07; CI: -.17 to -.01 All a x bs >o and significant

13 Discussion Study 1 and 2 Changes in an external relationship impact feelings of SBC, because of the negative affect associated with the external party Study 2 Lower (higher) SBC that follow explain less (more) favorable brand-related behaviors, such as attitude towards the brand, purchase intentions (PI), desires of product and brand avoidance The effects of relationship episode on PI are limited to product categories more strictly related to the product that symbolizes the external relationship

14 Contribution Social, external relationships impact consumer-brand Relationships The effects go beyond those on the gifted product; rather, they spill over to the brand and to brand-related responses Relationship Theory: not only consumer-brand relationships mirror interpersonal ones; they also are affected by them Consumer-brand relationships-> new avenue for future research New perspectives on gift experience Influence of SBC Practical implications: brands as means to reinforce desirable external social relationships (communication/brand positioning)

15 Future Research Short-term plan: Enhance external validity “Non-student” participants Field experiment Rule out incidental mood as an alternative explanation Other future research: Persistence of the effects across time Explore different types of relationships and of reinforcements/dissolution

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