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Publication Detailed Description
What is the role of memory in consumer–brand relationship? Insight from sport industry
Journal Title
Journal of Creative Communications
Year (definitive publication)
2021
Language
English
Country
United States of America
More Information
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Abstract
We live in a time when symbolism is of enormous priority. Memories are a particularly important part of the construction of individual identity and the subsequent relationships established, personal and with the loved brands. Previous research in psychology and neurosciences on negativity effect claims that negative events have more impact than positive ones. In an emotional context like the sports industry, being a fan has implications at all levels: psychological, mental and behavioural. Deepening the theme of memory from a psychological perspective, the present study theorises about the hypothesis of positivity effect in memory in the behaviour of sport fans in consumer neuroscience studies. Theoretical contribution and managerial suggestions are presented, in addition, as direction for further research.
Acknowledgements
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Keywords
Brand love,Consumer neuroscience,Fan identity,Memory,Negativity effect
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
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