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      When Brand Personality Matters: The Moderating Role of Attachment Styles

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      Journal of Consumer Research
      University of Chicago Press

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          Consumers and Their Brands: Developing Relationship Theory in Consumer Research

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            Adult attachment, working models, and relationship quality in dating couples.

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              Attachments beyond infancy.

              Attachment theory is extended to pertain to developmental changes in the nature of children's attachments to parents and surrogate figures during the years beyond infancy, and to the nature of other affectional bonds throughout the life cycle. Various types of affectional bonds are examined in terms of the behavioral systems characteristic of each and the ways in which these systems interact. Specifically, the following are discussed: (a) the caregiving system that underlies parents' bonds to their children, and a comparison of these bonds with children's attachments to their parents; (b) sexual pair-bonds and their basic components entailing the reproductive, attachment, and caregiving systems; (c) friendships both in childhood and adulthood, the behavioral systems underlying them, and under what circumstances they may become enduring bonds; and (d) kinship bonds (other than those linking parents and their children) and why they may be especially enduring.
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                Author and article information

                Journal
                Journal of Consumer Research
                J Consum Res
                University of Chicago Press
                0093-5301
                1537-5277
                April 01 2009
                April 01 2009
                : 35
                : 6
                : 985-1002
                Article
                10.1086/593948
                f49bc4ef-ea0e-43d0-b656-c296af98ed8c
                © 2009
                History

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