Emily Chung - THe dark side of intense relationships with products and brands

Do brands help fill the void in our lives?

In-depth phenomenological and life story interviews were conducted on a theoretical sample of 11 consumers to explore the dark side of their intense relationships with their favourite product/brand.

Our analysis revealed that the presence of a void in an informant’s life led to a need to fill it through the consumption of a specifically chosen product/brand.
This study uncovers the processes underpinning the development of highly intense consumer-product/brand relationships; central to these intense relationships are self-sustaining and reinforcing cycles that result in further consumption, which are further illuminated by this study.

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RMIT University
Brands, consumer, economics, loyalty, business, rmit, university, education, emily chung, products