Lean on me: the positive effects of brand resources and brand love during stressful life transitions

ABSTRACT

Drawing on Conservation of Resources (COR) theory, this research develops and tests a conceptual model of the positive influence of brand resources and brand love during consumers’ stressful life transitions. Our online survey of consumers going through a life transition finds that when brands provide social and financial resources, the resulting brand love leads to increased brand equity and life satisfaction. These positive effects of brand resources are stronger for negative transitions than positive transitions and are attenuated without brand love. Further qualitative investigation of user-generated content of consumers going through a life transition to college finds evidence of the resource-brand love relationship. Implications for brand managers and consumer well-being are discussed.

Acknowledgement

The authors would like to thank the reviewers, Associate Editor, and Todd McClure for their helpful suggestions during the review process.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was partially supported by the Erwin Center at Clemson University.