June 7: The Role of Brands in Relationships
On June 7, 2018, join us for our next Business & Bagels event with Duke’s Fuqua School of Business Marketing and Psychology Professor Gavan Fitzsimons as he the deep impact brand preference has on relationships, and what that means to you as a marketer and as a participant in relationships.
The Importance of Brand Alignment
Typically, we think of compatibility between romantic partners as being driven by similar interests – religion, education, beliefs, values, and other core traits. Is it a deal-breaker if one member of a couple loves Diet Coke while their partner prefers Diet Pepsi? Gavan’s recent research suggests that an alignment of brand preferences plays a much larger role in romantic relationships than we realize.
As brands assume an ever-larger role in the daily lives of consumers, what issues might develop? If you have lower power in your relationship and have to forego Diet Pepsi for Diet Coke, it can feel like “death by a thousand cuts.” Yet despite these dynamics, couples don’t see brand alignment as a significant influence on their relationship. In this program, you’ll learn the implications for individuals and firms that market beloved brands, and how to have your brand associated with happiness and harmony.