ABSTRACT

Drawing on Conservation of Resources (COR) theory, this research develops and tests a conceptual model of the positive influence of brand resources and brand love during consumers’ stressful life transitions. Our online survey of consumers going through a life transition finds that when brands provide social and financial resources, the resulting brand love leads to increased brand equity and life satisfaction. These positive effects of brand resources are stronger for negative transitions than positive transitions and are attenuated without brand love. Further qualitative investigation of user-generated content of consumers going through a life transition to college finds evidence of the resource-brand love relationship. Implications for brand managers and consumer well-being are discussed.

摘要

本研究借鉴资源节约（COR）理论，开发并测试了品牌资源和品牌喜爱在消费者压力生活转变期间的积极影响的概念模型。我们对正在经历人生转变的消费者进行的在线调查发现，当品牌提供社会和财务资源时，由此产生的品牌热爱会导致品牌资产和生活满意度的增加。品牌资源的这些积极影响对于消极转变比积极转变更强，并且在没有品牌爱的情况下会减弱。对正在经历大学生活过渡的消费者的用户生成内容的进一步定性调查发现了资源-品牌喜爱关系的证据。讨论了对品牌经理和消费者福祉的影响。