Psychological Underpinnings of Brands.
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 group linking value. Research in these areas is grounded in a number of fundamental perspectives within cognitive, emotional, motivational, personality, interpersonal, and group psychology. We conclude by addressing emerging areas for research.
['Bagozzi|Richard P|RP|', 'Romani|Simona|S|', 'Grappi|Silvia|S|', 'Zarantonello|Lia|L|']
D000328:Adult D003258:Consumer Behavior D004644:Emotions D005260:Female D006801:Humans D008297:Male D040541:Marketing D008875:Middle Aged D009042:Motivation D061108:Social Media D011795:Surveys and Questionnaires
brands emotion personality brand attachment brand communities interpersonal relationships self-concept