The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities
Abstract
This article explores recent advances in self-determination research to address why consumers develop strong attachments to “human brands,” a term that refers to any well-known persona who is the subject of marketing communications efforts. Study 1 uses a survey that is analyzed with structural equation modeling. Study 2 is qualitative and offers corroborating evidence for the proposed theoretical model. Study 3 extends the model with a more naturalistic sample and tests several alternative hypotheses using hierarchical regression. The results suggest that when a human brand enhances a person's feelings of autonomy and relatedness and does not suppress feelings of competence, the person is likely to become more strongly attached to it. This article documents that strong attachments are predictive of satisfied, trusting, and committed relationships and proposes that attachment strength may be a parsimonious proxy for consumer–brand relationship strength. The results imply that benefits would accrue to organizations such as entertainment firms and political parties that establish direct and routine interaction between human brands and consumers, that human brands to which consumers are attached offer significant potential as endorsers, and that organizations should address how to make the human brands they manage more authentic.
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Cites
Ryan, R. M., & Deci, E. L. (2000) · American Psychologist · doi:10.1037//0003-066x.55.1.68 · Cited by 54,599
The "what" and "why" of goal pursuits: Human needs and the self-determination of behavior
Deci, E. L., & Ryan, R. M. (2000) · Psychological Inquiry · doi:10.1207/s15327965pli1104_01 · Cited by 34,210
The need to belong: Desire for interpersonal attachments as a fundamental human motivation.
Baumeister, R. F., & Leary, M. R. (1995) · Psychological Bulletin · doi:10.1037//0033-2909.117.3.497 · Cited by 23,245
Mass Communication and Para-Social Interaction
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The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1501_10 · Cited by 2,713 · cited 2×
“From a practical standpoint, advancing the understanding of the relationship between consumers and human brands is important because much of the success of the $190 billion U.S. media and entertainment industry hinges on the successful positioning of one of its key assets, the celebrity (Plunkett…”
BackgroundSelf-citationGoal constructs in psychology: Structure, process, and content.
Austin, J. T., & Vancouver, J. B. (1996) · Psychological Bulletin · doi:10.1037/0033-2909.120.3.338 · Cited by 2,319 · cited 4×
“The need for relatedness is a homonomous tendency; it is a desire to belong to a social sphere (Ryan and Deci 2000) and to avoid feeling isolated (Austin and Vancouver 1996).”
BackgroundResultInfluentialWhat is satisfying about satisfying events? Testing 10 candidate psychological needs.
Sheldon, K. M., Elliot, A. J., Kim, Y., & Kasser, T. (2001) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.80.2.325 · Cited by 1,694
La Guardia, J. G., Ryan, R. M., Couchman, C. E., & Deci, E. L. (2000) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.79.3.367 · Cited by 1,571 · cited 8×
“Evidently, the effect of the satiation of the need for competence on attachment is “a bit less straightforward” (La Guardia et al. 2000, p. 368).”
BackgroundResultInfluentialAttribution in Social and Parasocial Relationships
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Cited by
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00829-4 · Cited by 580
Building, measuring, and profiting from customer loyalty
Watson, G. F., Beck, J. T., Henderson, C. M., & Palmatier, R. W. (2015) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-015-0439-4 · Cited by 375
What makes followers loyal? The role of influencer interactivity in building influencer brand equity
Jun, S., & Yi, J. (2020) · Journal of Product & Brand Management · doi:10.1108/jpbm-02-2019-2280 · Cited by 340
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020) · Journal of Product & Brand Management · doi:10.1108/jpbm-03-2019-2292 · Cited by 298
Leite, F. P., & Baptista, P. D. P. (2022) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.2021.1935275 · Cited by 244
Metadata
- Authors
- Thomson, M.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2006-07
- Volume
- 70
- Issue
- 3
- Pages
- 104-119
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2128068758
- Cited by
- 1,142
- References
- 9
- FWCI
- 36.37
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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