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1、MatthewThomsonHumanBrands:InvestigatingAntecedentstoConsumers'StrongAttachmentstoCelebritiesThisarticleexploresrecentadvancesinself-determinationresearchtoaddresswhyconsumersdevelopstrongattachmentsto"humanbrands,"atermthatreferstoanywell-knownpersonawhoisthesubjectofmarketingcommu
2、nicationsefforts.Study1usesasurveythatisanalyzedwithstructuralequationmodeling.Study2isqualitativeandofferscorroboratingevidencefortheproposedtheoreticalmodel.Study3extendsthemodelwithamorenaturalisticsampleandtestsseveralalternativehypothesesusinghierarchicalregression.Theresultss
3、uggestthatwhenahumanbrandenhancesaperson'sfeelingsofautonomyandrelatednessanddoesnotsuppressfeelingsofcompetence,thepersonislikelytobecomemorestronglyattachedtoit.Thisarticledocumentsthatstrongattachmentsarepredictiveofsatisfied,trusting,andcommittedrelationshipsandproposesthatatta
4、chmentstrengthmaybeaparsimoniousproxyforconsumer-brandrelationshipstrength.Theresultsimplythatbenefitswouldaccruetoorganizationssuchasentertainmentfirmsandpoliticalpartiesthatestablishdirectandroutineinteractionbetweenhumanbrandsandconsumers,thathumanbrandstowhichconsumersareattach
5、edoffersignificantpotentialasendorsers,andthatorganizationsshouldaddresshowtomakethehumanbrandstheymanagemoreauthentic."WhenIgotothegrocerystore,peoplehugme.Butthat's2004).OrganizationsspendvastsumsannuallyinaneffortOK.Peopledoknowme.They'veseenmegrowupontoestablishpsychologicalcon
6、nectionsbetweenconsumerstelevision."andhumanbrands,suchasMichaelJordan,TigerWoods,-MichelleKwanlandOprah(Serwer2001).FirmsevenspecializeinbrandIInthepastdecade,academicandpractitionerinterestinmanagementwithrespecttodeadcelebrities,suchasSteveconsumerrelationshipshasflourished(e.g.
7、,ShethandMcQueenandJohnWayne(Halpern2005).Similarly,intheParvatiyar1995).Oneapproachtostudyingtheserela-2004U.S.presidentialelection,eachofthetwomainpoliti-tionshipsfocusesonfeelingsofattachmentandlove(e.g.,calpartiesspentinexcessof$1billiondollarsinaneffortCarrollandAhuvia2006),wh
8、ichlay"atthecoreofalltopos
