Abstract
This theoretical paper examines several models of the dissolution of interpersonal relationships and explores their relevance to the context of person-brand relationships. From a grounding in interpersonal relationship theory we propose several integrative models to guide discussion and research in the area of person-brand break-ups. Topics addressed include types of person-brand relationships, latent causes and patterns of person-brand break-ups, processes of relationship dissolution, and affective and behavioral consumer responses throughout.
| Original language | English |
|---|---|
| Pages (from-to) | 663-667 |
| Number of pages | 5 |
| Journal | Advances in Consumer Research |
| Volume | 22 |
| Publication status | Published - 1995 |
| MoE publication type | A1 Journal article-refereed |
| Event | Annual Conference of the Association for Consumer Research - Boston, United States Duration: 20 Oct 1994 → 23 Oct 1994 Conference number: 25 |