Loneliness Enhances Brand Love for Individualistic (but not Collectivistic) Consumers

Poster Session IX

Keyword: Loneliness

Abstract: Across two studies (Study 1: N = 202; Study 2: N = 267), this research demonstrates that culture moderates the causal effect of loneliness on brand love, such that loneliness can strengthen consumers’ love relationship with a brand for individualistic, but not collectivistic, consumers.

• Andy Ng (Presenting Author)