The Role of Imagination and Brand Personification in Brand Relationships

ABSTRACT Brand relationships have traditionally been theorized as simulating interpersonal relationships, which are reflected in self‐identity or self‐expansion theory. However, such a perspective often ignores or overlooks conceptual differences between true interpersonal relationships and parasocial brand relationships. Considering the characteristics of parasocial relationships, the present study explored the role of imagination and brand personification in the formation of brand relationships. A total of 468 subjects evaluated their favorite brands in a 2 (high vs. low product involvement) × 2 (utilitarian vs. symbolic products) factorial design. The results provided an alternative explanation of brand relationship formation: Imagination may play a greater role in brand relationships than traditionally conceived in self‐expansion theory, and brand personification may moderate the effect of self‐expansion theory. The implication of the research is that encouragement of consumers’ imaginative ability is one route to strengthening consumer–brand relationships.