Understanding the richness of brand relationships: Research dialogue on brands as intentional agents

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Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity (2021, background): “Considering that consumers with familiar brands already possess a rich network of brand-related associations (Keller 2012), they tend to pay attention to congruity between ad elements and heuristic cues when evaluating advertised products so that the endorser and brand message’s associative…”
Attachment–Aversion (AA) Model of Customer–Brand Relationships (2013, background): “ttp:/ lished literature, including recent theoretical research that examined the similarity between person perception and brand perception (Fournier & Alvarez, 2012; Keller, 2012; Kervyn, Fiske, & Malone, 2012; MacInnis, 2012).”
Consumer responses to functional, aesthetic and symbolic product design in online reviews (2017, background): “Keller (2012) posits that functional performance influences both consumer cognitions and emotions and that functional aspects should not be ignored because they are critical to how consumers evaluate products.”